In 2015, Verbal Identity was asked to write the brochure and website copy for a new joint venture between two of the world’s most ambitious property development firms. The challenge wasn’t just to find a tone of voice that recognised the firms’ different values and origins. The tone of voice also had to represent a new area in London.
We identified that the target market for the new apartments would be interested in luxury – but not the old style, ‘Harrods, polished wood panels’ view of luxury.
Instead, the market had an intuitive sense for modern luxury and through research and competitor analysis, we identified a tone of voice that we called “intelligent delight”: this pulled together the discernment always associated with luxury, but also acknowledged the increasing design awareness in the target market.