Metropolitan Memorial Parks

Metropolitan Memorial Parks is the new Government entity entrusted to care for all NSW Crown Cemeteries.
Formerly the Office of OneCrown Cemeteries, the business needed to end years of uncertainty, confusion and financial and operational duplication across the Crown Cemetery sector by consolidating the three legal land managers – Southern Metropolitan, Northern Metropolitan and Rookwood – under one unified brand.


Brand strategy
Brand architecture
Brand system
Brand collateral
Digital marketing

Following a comprehensive strategic review of the existing brands and brand architecture, we began work on a new identity that celebrates the idea: ‘A place to connect’.

The mark needed to meet the changing needs of families, industry, employees and local communities across a broad spectrum of life stages, roles, religions and cultures. It needed to be inclusive, warm and approachable and embrace the history and legacies of the people and the land the Cemeteries stand on.

Our carefully crafted icon – a hand and tree branch – physically connects people to nature and all the parks have to offer; from chapels and crematoriums, to memorials and functions, and recreational facilities on over 1000 acres. The spaces are a place of celebration and reflection – captured through a carefully curated image library and supported by a warm and welcoming colour palette.

“Derringer really understood what we wanted for our new brand and brought our vision to life. The process was smooth, and the end result captured our organisational values. We highly recommend Derringer to anyone looking for rebranding services.”
— Natasha West, Brand and Communications Manager

The existing visual assets for all three land managers and eight Cemeteries were consolidated and simplified in to one simple design system, and rolled out across key print and digital touch-points.

This transition from multiple entities to one unified brand has placed Metropolitan Memorial Parks in a strong position to work with Government and plan for the future direction of the business.