Designing a Sensitive Marketing Strategy for Memorial Reefs
Resting Reef is an environmentally-led memorial service that transforms ashes into living reef structures, redefining how we think about death, remembrance and ecological legacy. At an early stage, the team needed to communicate a concept that was both emotionally sensitive and scientifically complex, all while establishing credibility and attracting a niche, values-driven audience.
▬ Communications Strategy
▬ Brand Advisory
▬ Partnerships & Programming
▬ Global Media Relations
▬ Cultural Advisory
▬ Social Media Strategy
Approach
We joined as a Fractional Marketing Director for five months in London and one month in Bali, developing a narrative and positioning that balanced environmental innovation with cultural and spiritual sensitivity. Working on the ground in Bali, we translated local customs and produced photoshoots for the brand’s communications—ensuring the project was not only understood, but respected by local stakeholders while appealing to global audiences.
A 12-month monitoring report saw reef sites showed clear ecological recovery with 8x higher benthic biodiversity than before.
Activities
— Defined brand positioning and messaging framework
— Developed core narrative across website and communications
— Led on-the-ground coordination in Bali, bridging cultural and linguistic gaps
— Facilitated community alignment for blessing ceremonies and local partnerships
— Organized cultural field trips and site visits for participants to experience the reefs
— Secured partnerships with hotels across Bali to expand reach and visibility
— Supported social media content, press outreach and global media coverage
A memorial reef prior to deployment.
Impact
Our work resulted in a brand that could communicate a complex and unfamiliar concept with clarity, credibility and cultural sensitivity. Beyond messaging, we helped establish trust on the ground in Bali while generating early awareness internationally—positioning Resting Reef as both a legitimate environmental initiative and a meaningful new approach to memorialization.