When Architects, Engineers, and Copywriters Collaborate…

What does a Copywriter know about an architecture and engineering firm from Pittsburgh? Nothing.

What does she know about writing a full-page print ad for them? Everything.

Come along for the full ride, from client revisions to having to scrap any line with the word “building” with a week to spare!

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Good headlines need good strategy.

What really struck me about PVEDI was their workplace environment. When I asked their Head of Marketing what made PVEDI special, she told me “The people, 100%. It really does feel like a family.” Through headlines, I wanted to convey that PVEDI was a people-first company that put value on their team and their customers. I wanted the ad to be about them, but I also wanted to shift the focus on the reader as if they were part of the family.

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Okay, so we actually can’t use the word “building.” Which means it’s time to go back to the blueprints.

With the word “building” banned, I didn’t want to resort to synonyms. Instead, a new angle was born — “Plans change. We don’t.” But I still wanted it to be about the people. Did I stick to their voice while also adding some fun, witty banter in there? You betcha.

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From (almost) too many headline options, PVEDI decided on the words they felt best represented their debut, a full-page print ad in the Pittsburgh Business Times. As they just recently merged PVE + EDI into one firm of architecture and engineering (a one-stop shop, if you will!), it was an absolute honor to be the freelance writer behind-the-scenes. Am I allowed to say I’m a “published writer” now? Kidding… sort of.

Extra, extra! A print ad is born.