DETAIL 3

One of the things I love most about copywriting is that it’s only one piece of the puzzle. Collaborating with other Creatives to bring digital assets to life has to be one of the most rewarding parts of the gig. When Michael Brooks from Fellow Agency approached me to craft the website copy for Melbourne-based architecture firm, DETAIL 3, I knew I’d be in for a treat. Their approach to architecture is multifaceted and the team are leaders in the field, so their website needed to reflect not only their incredible output but their dialled in creative process.

The business model for DETAIL 3 is built on three distinct pillars: CONSULT, HIRE and DRAW. This formed the foundation of the website’s information architecture (IA) and while the site wasn’t complex in terms of copy, so this meant it had to get to the point. Their tone of voice is professional, expert and educative, which is quite different to some of the other website’s I’d worked on, but a challenge I readily accepted. I had a few content workshops with the team to ask questions, clarify processes (which was very important) and embed their business into my brain.

Collaborating with Michael and his team at Fellow Agency was a breeze. When I started the project, they already had locked in the sitemap and a general approach to the website, which made my job so much easier. It was early enough in the project for me to make suggestions on the content design, but far along that I didn’t need to expend a huge amount of energy in that task. What results is a clean, easy to navigate website that captures the breadth and depth of DETAIL 3 and showcases just how knowledgable they are compared to their competitors.