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. On top of that, we created a new visual and verbal identity and launched a new website. 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.

BRAND IDENTITY, TONALITY & 
BRAND AWARENESS CAMPAIGN

Year: 2022
Client: Vernum Fastigheter
Country: Stockholm, Sweden
Agency: Sweet Creatives
My role: Copywriter