Brand Story
There are architects who believe in the power of the collective. Who believe that greatness is achieved when minds come together.
There are those who put honesty and integrity at the centre of what they do. Those who establish a solid foundation of trust, allowing them to take risks and push further. Who understand that with trust comes reward.
There are those architects who thrive on solving problems. Who see simplicity as the inevitable outcome of an elegant solution. Those who examine oblique angles, rather than always reaching for the obvious.
And there are those who are driven by passion. Who strive to push their craft, and believe in architecture’s ability to create harmony and happiness.
These are the partners we seek; the people who inspire us. People who want to create buildings that are far from ordinary.
We are Those Architects.
How to sound like Those Architects
Great buildings are considered. Their design, materials, and form are carefully balanced to answer the brief. To create spaces that are timeless. That inspire.
Our tone-of-voice should reflect this consideration. By crafting language, we convey our care and dedication. With an economy of text, we reflect the elegance of our design. And through intentional, expressive words we can evoke natural materials, textures, and light with warmth and clarity.
We are Those Architects. And these are our tone-of-voice principles.
Principles
We are collaborative
Our ethos is one of trust – between our team, our clients, and our suppliers. By taking everyone on the journey we instil pride and ownership, leading to better outcomes for all.
We embody this principle by using inclusive language. Our tone is relaxed and accessible, without being casual. Readers should feel as though they’re engaging with humans, not high priests of architecture.
We don’t
- Refer to ourselves in third-person.
- Use overly casual language or slang.
- Sound lofty or pretentious.
We are straightforward
Clear communication shows people who we are. We’re confident, but not arrogant. We get to the point, and we don’t mislead.
By seeking clarity, we build trust. Our message isn’t clouded with complicated or technical language; we have the team, and the experience, to say what we mean.
We don’t
- Use words that are too complex, and we avoid industry jargon.
- Complicate simple ideas.
- Keep writing after we’ve made the point.
We are crafted
Our buildings are far from ordinary. Our language demonstrates this with consideration and purpose. The words we choose will reflect our love of the craft: the rich texture of timber, the cool touch of stone. Words can evoke a space flooding with light; a graceful, swooping arc; the deep tones of a weathered copper.
Lyrical and descriptive – but not flowery or pretentious – our tone conveys our genuine joy and respect for what we do.
We don’t
- Use clichés. They make us sound like everyone else.
- Rush. Quality takes time and consideration.
- Sacrifice substance for style. Our communication is measured and intentional.