Swaze Building
Industry
ConstructionCreative partners
Background
Swaze Building is a new home building company based in Maitland, NSW. They specialise in high-quality extensions, renovations and new builds.
Brief
Swaze was just being set up, so no existing material or communications existed.
The project involved:
- Developing a unique brand and tone of voice
- Writing copy for a Swaze Launchpad proposal brochure
- Crafting SEO/AI optimised copy for a 9-page website
- Producing a keyword report to guide on-page optimisation
- Creating a tagline to reflect the business’s brand
Approach
Brand
As part of the branding work, I crafted a brand tone of voice that was professional, passionate, knowledgeable, positive, authentic, supportive, persuasive and inclusive. I also came up with five unique brand values.
Tagline
The tagline ‘Enjoy the journey home’ speaks to one of Swaze’s key points of difference: while home renos and builds are often associated with stress, disruption and uncertainty, they make the experience seamless, organised and considered.
It encourages people to enjoy not only the finished result, but the process of getting there. The ‘journey home’ represents the path back to a home that truly reflects how they want to live.
Website
With the brand and tone locked in, the next challenge was structuring the site so visitors could find their project type fast and feel reassured along the way.
Navigation was built around buyer intent. We grouped the three services under one Construction Services menu for fast self-selection, with Project Roadmap and Client Stories front and centre as trust anchors.
The homepage copy leads with homeowner concerns – budget, disruption, where to start – before resolving them with the Launchpad offer as proof of a considered process.
View work
