ABOUT

How do you catch a customer's attention when your service is designed not to be noticed? This was one of the key challenges when working on copy for Advanced Integration (AI), a London-based integration specialist that devises home automation and building management systems. They allow clients to control every aspect of their environment, from climate and security to media and entertainment.

The family-run company has a long history of innovation in this space and currently works on residential, commercial, hotel and marine projects around the world. But their expertise and authority were not coming through strongly enough on the website. The brand lacked personality – a point of view on the industry, a sense of purpose.

I was asked to rewrite and edit all copy for the mobile site, making it more "emotional" and consistent in tone. I conducted competitor analysis and interviewed the COO Maria Tsiftis numerous times. The goal was for visitors to quickly get a sense of AI, their breadth of expertise, their mission and what sets them apart.