Metal Design Furniture
This company manufactures its own high end metal garden and home furniture. They wanted their catalogue copy to emphasise their furniture’s beauty, hardwearing construction and bespoke design:
- Each description needed to give each item a distinct personality.
- The descriptions had to distinguish the furniture from those of competitors.
- Enable readers to visualise having the furniture in their home or garden.
After discussing the requirements, I imagined the situations in which the furniture would be used and tried to build a sense of occasion around each one. The client was delighted with this approach and approved the copy without amends after the first draft.