Shaping the voice of an underdog

Sustainability. Washed out like a pair of old jeans, that word can imply almost anything. Refreshingly enough, the team at Vernum doesn’t use it lightly. After years of research, they have developed the most climate-friendly construction system for building houses in the country. Their secret? They only use wood. Meanwhile, the concrete industry talks a lot about sustainability but hardly delivers on the promise. In fact, studies show that using wood in buildings can cut emissions by up to 70% compared with concrete.

We made Vernum's voice heard in the debate. Loud and clear, in print, on social media, and OOH during one of the busiest debating weeks in Sweden, Almedalsveckan in Visby. We also created a new visual and verbal identity for the brand. For me, it meant giving Vernum a tone of voice that established the brand as the young and hungry underdog. The new communication concept balances punchy slogans, hard facts, and benefit-driven claims.

TONE OF VOICE

Client: Vernum Fastigheter
My role: Copywriter
Agency: Sweet Creatives