Paul Archer Design
2022
Strategic copywriting and content architecture developed to reflect voice, values, and visual identity
Project Focus
– Editorial strategy and tone of voice
– Narrative structure
– Tone of voice
– Architectural copywriting
– Content guidelines
Overview
Content strategy and copywriting were developed as part of a website refresh for Paul Archer Design—an architectural studio known for refined, modernist residential work. The focus was on articulating the studio’s values through tone, structure, and language—balancing technical clarity with a client-facing narrative sensibility.
Responsibilities included defining tone of voice guidelines, shaping the editorial framework, and writing project descriptions that foregrounded material detail and contextual nuance. Each entry was crafted to translate architectural thinking into clear, accessible language—maintaining spatial sensitivity while reflecting the studio’s design ethos.
Tone & Execution
The tone of voice was developed to reflect the studio’s character: clear, confident, and design-conscious. The language balances technical accuracy with narrative warmth—embedding values like trust, expertise, and personalisation into each project description.
Editorial Structure
A flexible, narrative-led structure was created for project pages—beginning with client needs and site context, followed by material detailing and spatial interventions, and concluding with experiential outcomes.
This framework established consistency across the portfolio while allowing each project to retain its own narrative logic and design specificity.
Outcome
The result was a digital presence that communicates the studio’s values with clarity—visually and verbally. The website was shortlisted for a Dezeen Award in 2022 in the Website of the Year category for architecture, interiors, and design.