SABIN

Building a voice from zero

A manufacturing startup came with a product and no idea what the company should sound like or even how the products should be named. My job was to decide that—the whole system, from the first principle, to marketing channels, down to how naming expands when products get added. 

I built it the way I think voice always has to be built: not as a list of adjectives, but as an archetype. As the first architectural-lighting company, SABIN had to seamlessly appeal to a variety of niche audiences as well as to educate. The Everyman meets The Creator brought us to a place of emotional approachability and technical expertise allowing the writing to flex around a central point.