The Smart Move
LaHaus · Brand Refresh · 2024
A new way to buy property needed a new way to talk about it.
LaHaus was refreshing its brand around a smarter, digital way to buy new-build property across Latin America. But buying a home is a big decision, the voice needed to make innovation feel simple, approachable and trustworthy.
Working with Make in London, I was brought in to define the brand’s tone of voice across English and Spanish.
Smart. Confident. Inspiring.
Smart · Audaz
We focus on simplicity, cutting through the noise with a clear point of view. Bold in our choices, always pushing what's possible.
Confident · Seguros
Factual and rational, but driven by passion. Transparent, honest and grounded in experience.
Inspiring · Inspirador
We curate with precision, but bring energy and excitement to every step, making expertise feel accessible.
One voice. Two languages. Different markets.
Much of the voice was developed in English before being transcreated into Spanish. Managing to find the same personality.
The Spanish needed to work across Colombia and Mexico, we adapted to local language while still sounding unmistakably LaHaus.
My role Bilingual Copywriter
Across Tone of voice · Voice characteristics · Manifesto · Headlines · English–Spanish transcreation · Localisation · Website & AI assistant
With Mariona Ortiz, Creative Partner · Kenzo Mayama Kramarz, Creative Partner · MAKE, London