When we first connected with the founder of In Moving Memory, the business didn’t exist yet—just an idea rooted in deep care and a belief that the stories of our departed loved ones deserve more than a slideshow. From the beginning, this project felt personal: borne from the loss of a parent and the way a single video tribute helped a family find language for their grief.The name itself—a play on In Loving Memory—signals a shift: from static memorials to tributes that move with and for the lives they represent.
In close connection with its founder, the Kidsister team developed every aspect of the brand from the ground up: naming, logo and visual identity, photography, website, and marketing materials. Each element was intentionally reverent to the mourning of those seeking services, while remaining flexible to allow the IMM team to work autonomously.
We designed a visual system that feels grounded, minimal, and human. The color palette draws inspiration from nature—soft cardinals, muted earth, gentle sky—avoiding the overly clinical tones often associated with memorial businesses. The logo carries a cardinal reference, a nod to the bird that held special meaning for the founder and became a symbol of connection to his mother’s memory. The mark honors her legacy while offering a universal symbol of presence and remembrance.It was important for typography and layouts to leave space to breathe, to reflect, to remember, but also carry a respect, in honor of those that In Moving Memory represents.
Alongside the brand identity, we developed supporting materials and assets to bring the brand to life and fully communicate its message. We began with a sales deck and supporting collateral to build a relationship with planners, hospices, and funeral homes to understand the process and trust its purpose. After that came a simple, intuitive website that guides families through options without overwhelm. Custom headshots added warmth and humanity, helping those in grief to see exactly who they would be talking and sharing their precious memories with.
The result is a brand that doesn’t just look polished, it feels right. A brand rooted in the power of story and the quiet belief that when words fail, images can speak.
Working with Kidsister has truly been a wonderful experience. I came to them with a vision of starting a Memorial Video Production company about a year ago. From the very first second we started working together, they helped build that vision with so much reverence and grace.
They helped do everything. Website design, logo designs, headshots and business processes. They made collaboration feel effortless, taking ideas and enhancing them in ways I never saw coming.
With their intuitive ability to connect with and realize your vision, you’ll never regret having Kidsister in your corner.
- Michael Scharpf, Owner & Editor