This recently launched company aims to present architectural services in a fresh, more accessible way to a mainstream market. My task was to develop a positioning statement and a language for all collateral that was clear, accessible and inspiring to this market, while explaining the details of My Architect’s approach in an engaging way. The language also needed to move away from the design-speak of architectural magazines and pivot the message away from ‘presenting what we’ve created’ to an emphasis on ‘what we can do for you’.