Monument is a secular funeral parlour that seeks to inspire others their stories and being a beacon of light for the living. It is called Monument because it suggests that behind every person lies a monumental story to be told. Monument believes that not a single death is in vain, and that every life has a celebrated story to be shared. The logo plays with the hierarchy of type elements to create a visual double entendre so that viewers can read it as either ‘monument’ or ‘moment’. The color palette is carefully selected to convey a secular approach to ensure no disrespect is given to any culture or religion and tactile materials were adopted in consideration of a multi-sensory approach.