Remote / Hybrid from London + Bali
Designing a Sensitive Strategy for Memorial Reefs in Bali
THE COMPANY
Resting Reef is a London-based death care startup transforming loss into life. By turning cremated ashes into artificial reef structures, they help restore marine biodiversity while creating a lasting legacy for loved ones.
THE BRIEF
Resting Reef approached WellWell in late 2024 as they prepared to launch their first memorial reefs in Bali. They needed support not just with messaging, but with building genuine connections, establishing key partnerships abroad, and creating a communications approach that would resonate across cultures and taboos.
WHAT WE DID
○ Strategic Launch Planning
○ Experiential & Event Development
○ B2B Partnership Strategy
○ International Outreach
○ Social Strategy & Content Creation
○ Communications Support
○ Public Relations
THE RESULTS
☼ B2B storytelling strategy expanding brand visibility beyond the death sector
☼ 1 field trip & 2 workshops hosted, introducing locals and tourists to the reef site and Resting Reef mission
☼ 3 Bali hotel partnerships initiated, supporting future activation sites
☼ 1 healing venue secured, elevating the visitor experience and visual assets
☼ Social strategy articulating a sensitive mission across digital channels
OUR APPROACH
We entered as a fractional marketing partner to support across B2B strategy, partnership development, digital launch planning, and experiential activations. Our work was rooted in listening, care, and cultural sensitivity.
We hosted a founder workshop to clarify the brand’s vision, tone, and long-term goals. Then, we created a bespoke marketing plan, distributed a press release, and ideated event concepts for future activations including memorial rituals, co-branded meditation and educational experiences.
We also joined the team in Bali for 1 month to establish local connections, organise site tours with potential collaborators, host intimate workshops for founders and digital nomads, and gather impactful storytelling assets.
THE CHALLENGE
The death care sector carries deep emotional, cultural, and ethical considerations. Our work needed to avoid sensationalism and lean into intimacy, mindfulness, and quiet transformation. Our task was to shape the brand’s external messaging and positioning to target their niche customer profile.
OUR IMPACT
Resting Reef left Bali with a growing network of potential partners, a clearer sense of their B2B positioning, stunning visuals, and a thoughtful roadmap of activations for both Bali and London.
OUR TAKEAWAYS
Marketing Death: Notes on Trust, Taboo & Transformation
What marketing looks like when the subject is sacred & spiritual.