Designing a Sensitive Strategy for Memorial Reefs in Bali

Resting Reef is a London-based death care startup transforming ashes into artificial reefs that help restore marine biodiversity while leaving a legacy for loved ones. WellWell joined as a Fractional Marketing Director for six months to help the team craft a mindful campaign around the emotional and cultural complexity of loss and conservation, while launching the premium service on-the-ground in Indonesia.

↺ LONDON + BALI, 2024-2025

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.

THE BRIEF

Resting Reef approached WellWell in as they prepared to launch their first memorial reefs in Bali and needed a thoughtful strategy. We were tasked with shaping clear, respectful messaging, building genuine local relationships, and establishing key partnerships and communications that could travel across cultures, languages, and long-held taboos.

OUR SCOPE OF WORK

○ Strategic Launch Planning ○ Experiential & Event Development ○ B2B Partnership Strategy ○ International Outreach ○ Social Strategy and Content Creation ○ Communications Support ○ Public Relations

GET IN TOUCH

OUR APPROACH

Working in a sector with deep emotional, cultural, and ethical considerations, we knew our marketing couldn’t lean on sensationalism—it had to center intimacy, mindfulness, and quiet transformation for a very specific niche of customers. We entered as a fractional marketing partner across partnership development, digital launch planning, and experiential activations, rooting everything in listening, care, and cultural sensitivity.

We hosted a founder workshop to clarify the brand’s vision, tone, and long-term goals, then developed a bespoke marketing plan, press release, and a set of event concepts—from memorial rituals to co-branded meditation and educational experiences. In February, we joined the team in Bali to establish local connections, organise site tours with potential collaborators, host intimate workshops for expats and digital nomads, and gather on-the-ground storytelling assets that would shape Resting Reef’s messaging and positioning.

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IMPACT

Resting Reef left Bali with a growing network of potential partners, a clearer sense of their brand positioning, strong visual assets, media coverage, and a repeatable playbook for future activations.

  • "Thank you for all the effort poured into our startup! I really hope we have the possibility of working together again. Hopefully NYC becomes a reality and that pop-up we have envisioned becomes the perfect opportunity to reconnect professionally."

    —Resting Reef Founders

  • "I think you have a huge strength in event-building and networking and that you can offer a lot of value for companies with the budget to prioritise these type of strategies. I also witnessed how proactive you are during the time in Bali!"

    —Resting Reef Founders

  • "We gained a structured approach to all our marketing planning with Notion, a clearer understanding of our tone of voice, and the best ways to communicate our work and services. I also now see the potential and impact of in-person events/happenings and the value they can have for attracting clients or other relevant stakeholders."

    —Resting Reef Founders

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