About the Land That Knows

We rethought the conversation about death and helped the brand become quieter, clearer, and more necessary.

Branding and website development
for a portal dedicated to searching for and arranging burial sites

with the task of developing the website, the focus was initially on design. But after the first briefings with the team, the technical director, and the owners of funeral bureaus, it became clear that this project was about much more than visuals. It was about memory, fear, and confusion — about something everyone encounters, yet rarely speaks about.

When my colleague was approached

the JERLEU project, so I joined it almost symbolically, because it was personally important for me to be part of it. Talking about death is fragile. Everyone approaches this subject differently. Some people speak about it carefully, others in their own way, and some do not speak about it at all. It is rare to encounter a story that feels close.

I felt a pulse

Simple, restrained, endless, quiet landscapes. The eternal and powerful land as a symbol of memory — a horizon where we remain kind and unforgettable.

The name already existed, and it felt precise. From there, we began searching for a form that would avoid dramatization. The visual concept proposed by the art director was accurate: the center of the brand would be the land itself.

was approached with the task of developing the website, the focus was initially on design. But after the first briefings with the team, the technical director, and the owners of funeral bureaus, it became clear that this project was about much more than visuals. It was about memory, fear, and confusion — about something everyone encounters, yet rarely speaks about.

When my colleague

The name already existed, and it felt precise. From there, we began searching for a form that would avoid dramatization. The visual concept proposed by the art director was accurate: the center of the brand would be the land itself.

Simple, restrained, endless, quiet landscapes. The eternal and powerful land as a symbol of memory — a horizon where we remain kind and unforgettable.

I felt a pulse in the JERLEU project, so I joined it almost symbolically, because it was personally important for me to be part of it. Talking about death is fragile. Everyone approaches this subject differently. Some people speak about it carefully, others in their own way, and some do not speak about it at all. It is rare to encounter a story that feels close.

Against this background, we decided not to build a complex narrative system. Instead, we created a portal designed to make people less vulnerable in a vulnerable moment. From this came the special project "What to Do When…" — an open section with answers to the most necessary and difficult questions. Where can you find a burial site? How do you submit a request? How do you organize a farewell?

На деле мы всего навсего помогли собрать информацию в одном месте.

operates in many cities across Kazakhstan. People find the burial places of their ancestors, order maintenance services, and submit requests. Some come looking for answers. Others come simply to feel that memory is still accessible.

Today, the portal

• Interviews with the technical team, funeral bureaus, and people who experienced loss
• Ethical audit of communication
• Conceptual storytelling and creative framework
• Identity development, art direction supervision, and semiotic foundation
• Concept and copywriting for the special project “What to Do When…”

What We Did:

Results:

• A visual silence that allows space for reflection
• The center of the brand — the land as a symbol of peace and memory
• Simple answers to difficult questions
• A tone that avoids coldness yet does not offer false comfort
• A platform that helps people speak — when speaking is difficult

Contacts

Sometimes one conversation is already a beginning.

Write if you would like to discuss a task or inquiry.

e-mail: yrysty@jas.agency

tg: @yrystyabout

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