The words you choose to use to promote
your company, your products, or services are all
important.
          We do not write with a fashion in mind,
we write with a profile in hand.
          Before we start writing an ad, e-brochure,
web page, or any marketing collateral we profile
the target reader, and profile what they want to
see at the time of reading.
          For example, a senior executive that likes
the imagery of an Audi brochure is not in a leather
and metallic mood when selecting groceries from
a home shopping catalogue.
          Some more words of warning on following
fashion. You will ultimately be betrayed by it
when it changes.
          The style you should follow must be
your very own. We will develop this, and also
document it for your team as we go about our
creating of your collateral.
          A manual for the right use of your corporate
language should be as important as a manual for
the right use of your corporate image.
          We begin writing by taking away all that is
not necessary, and then enriching the words that
describe your uniqueness.
          This is a minimalist approach, an approach
that is often misunderstood.
          So perhaps a few words on what minimalism
is not, are in order.
          Minimalism does not mean blank, empty,
devoid, or acres of white space in lieu of lack of
content or worse, lack of imagination.
          Minimalism to us is the absence of what is
not necessary, and the addition of all that is.
          If you see clarity in our work, then it is this
notion that makes it just so.
          The words we use for a client selling legal
advice are different from those used for a client
touting a customer relationship management piece
of software.
          The result is not a philosophical battle win
between marketing camps pitched on opposite
sides of a theoretical valley, but selling material
that truly engages the reader.
          If what we are saying is common sense
then why is it not common practice?
          Well, most marketing collateral is created
by just graphic designers. And graphic designers
are not marketers with thirty-four years of experience.
We are employed to get readers to buy not to be
distracted by play with a new font.
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Telephone +61 2 8356 9799.

In brief.
a. Words are every bit as important in presenting a company as a corporate visual design. To this end we create a corporate language style for each of our clients.
b. Designers are rarely writers as well so crafting appealing language is usually an after thought in a marketing project.
c. We are designers and writers so each project is crafted in toto.

Words and style copyright protected.
This page updated February 2010.

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