VERBAL STRATEGY Our voice

VERBAL STRATEGY

Communicating our voice

What is a verbal strategy?

The way we write and communicate about Parasoleil directly impacts how we’re perceived by our audience. This verbal strategy will help us convey our unique value to our audience so we can differentiate ourselves, earn their trust, and encourage them to take the next step.

The language in this document is not set in stone or exhaustive — it’s simply a starting point. Use this messaging as a foundation. Then, adjust the wording based on the audience and situation at hand.

Our collateral, presentations, social media presence, and website are home to humanized beautiful, educational, informative content that speaks with a smart, creative, passionate voice, and reflects our commitment to care and thought into every project every time.

When our audience visits our website or reads our collateral for the first time, they should immediately see that we are the leader in artistry in patterned panel systems and are experts in design integrity and structural integrity.

When our audience digs deeper into our website or collateral, they will also notice that we are the best in engineering and design guidance.

When our audience shares our content with peers and colleagues, they will tell them that we are an upstanding, approachable, and knowledgeable company.

CORE MESSAGE

The hierarchy of our message

The core message establishes the hierarchy and flow of how our brand is communicated.

VOICE & TONE What we sound like

Our voice and tone builds on the style keywords we established in our brand overview to guide how we sound and feel.

Maintaining consistency in our voice builds familiarity and trust with our audience.

STYLE KEYWORDS

Elegant Captivating Masterful

Confident

Organic

We are elegant in our communication style

Our language and imagery is refined, polished, and effortless. We avoid using language or imagery that is overly ornamental.

We show our elegant style when we:

Write with a simple sentence structure and say things succinctly

Use minimal, but impactful adjectives that provide a sense of refined elegance and avoid sounding flowery or clunky

Acknowledge the exclusive nature of our patterns and the elevated environment our product inspires

OUR ELEGANT STYLE IN ACTION

Previously, we would say something like this:

Parasoleil designs and manufactures an exceptional line of laser-cut architectural metal panels with unique patterns that offer a profoundly artistic aesthetic to any space.

By applying our elegant communication style, the same message now sounds more like this:

Parasoleil creates laser-cut architectural metal panels with uncommon patterns that can transform any project into a space that inspire joy and connection.

We are captivating in our communication style

Our language and imagery is delightful, charming, and welcoming. We avoid using language or imagery that is conceited.

We show our captivating style when we:

Speak to clients as co-creators and collaborators Write with first-person pronouns and keeping the focus on the client and their ideas Paint a picture of the artistry and visual delight our panels can bring to projects

OUR CAPTIVATING STYLE IN ACTION

Previously, we would say something like this:

Parasoleil designs and manufactures an exceptional line of laser-cut architectural metal panels with unique patterns that offer a profoundly artistic aesthetic to any space.

By applying our captivating communication style, the same message now sounds more like this:

Let the power of light and play of shadow infuse your next project with a sense of wonder. From captivating patterns and premium materials, to exclusive finishes and complex fabrication requirements—our team of experts is here to help bring your idea to life—every step of the way.

We are masterful in our communication style

Our language and imagery is knowledgeable, authoritative, and sophisticated. We avoid using language or imagery that is arrogant.

We show our masterful style when we:

Balance information about engineering precision and safety standards, with messaging around the artistry and craftsmanship that goes into our product

Communicate the standards of excellence our clients can count on

Mention important safety and standards information without going into too much technical detail

OUR MASTERFUL STYLE IN ACTION

Previously, we would say something like this:

Parasoleil panels and hardware are engineered to meet the most stringent quality and safety standards on the market.

By applying our masterful communication style, the same message now sounds more like this:

Expertly engineered and hand-finished to perfection, each panel is crafted to meet the highest quality and safety standards on the market.

We are confident in our communication style

Our language and imagery is passionate, bold, and charismatic. We avoid using language or imagery that is cocky.

We show our confident style when we:

Speak passionately about the level of artistry and design integrity that goes into each panel

Balance details and rationale with big picture vision and inspiration Tout benefits and facts that build trust and communicate credibility

OUR CONFIDENT STYLE IN ACTION

Previously, we would say something like this:

The pre-tested standard patterns that Parasoleil offers are the largest range of patterns across the pattern map, approved by the American Institute of Architects. They are designed to be versatile with a high level of both structural and design integrity.

By applying our confident communication style, the same message now sounds more like this:

Standard patterns that transform the ordinary into something extraordinary

Approved by the American Institute of Architects, our pre-tested, versatile designs cover the largest range of patterns across any aesthetic to transform ordinary spaces into extraordinary places that both delight and exceed standards of structural integrity.

We are organic in our communication style

Our language and imagery is natural, dynamic, and authentic. We avoid using language or imagery that is aimless.

We show our organic style when we:

Use plain language that reads effortlessly Acknowledge the complex nature of design work and how Parasoleil can make the process smoother

Address the practical details of product, the nature of design work, and process of collaboration

OUR ORGANIC STYLE IN ACTION

Previously, we would say something like this:

Pattern mapping establishes the baseline vernacular to discuss and compare patterns objectively in terms of how they will perform in a space.

By applying our organic communication style, the same message now sounds more like this:

Pattern mapping helps create a starting point for architects, designers, artists, and building owners to compare patterns objectively and collaboratively to discuss performance goals.