Curo Construction tone of voice
Brand guidelines for a boutique London construction company
Curo is a boutique construction company with a very clear view of its own identity. To help them stand out in a competitive marketplace, they wanted to define a brand tone of voice that would help them differentiate their offering and communicate this vision to current and potential clients.
I worked with Curo to create B2B messaging that would embed it throughout all of their comms, from event assets and external emails to internal messages that would inspire the whole company to do their best work.
Work
Brand identity and vision
Mission statement
Tone of voice
Brand guidelines
Copywriting
We created the key brand proposition around the line ‘We are building better.’
The idea behind this purpose statement was that it worked on its own, but could also have an additional word at the end of the sentence that gave it further meaning for certain areas of the business, such as ‘We are building better teams’ or ‘We are building better homes’. This allowed the brand voice to be carried across all assets.
The guidelines covered writing for every channel, to enable on-brand communication for each touchpoint. They helped Curo to build and reinforce their tone, giving them stand out in the construction marketplace.
The tone was launched at a business marketing event, where branded assets featured the main headline, along with case studies to bring the new Curo brand to life.
