Chris Bann, Creative Conceptual Copywriter

Not just high-end flats: Royal-end flats.

It’s often a challenge marrying a tone that works for an English-as-a-second audience with a brand that aspires to almost-Royal status. But that was effectively the challenge with Lancer Square.

My approach was to use words I perhaps wouldn’t usually for those without a comprehensive understanding of English: but ones that have the global status to be understood well enough to add context, lustre and engagement to my copy.

Examples? Classical. Aristocratic. Chic. Provenance. Calibre. I wouldn’t use them in an international B2B doc for a consultancy. But an audience that moves in these rarefied circles will have seen them time and again.