CASE STUDY
Greenings
Client: Spitfire Homes
Studio: Tassell Design
Deliverables
High-quality housebuilder Spitfire Homes approached Tassell Design to deliver marketing collateral for their as-yet unnamed new development in Long Crendon, Buckinghamshire.
As their resident copywriter, I was tasked with developing creative concepts for the naming and producing the full copy for the scheme brochure.
Research.
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When naming and writing for a new residential development, authenticity is key. The most effective development names are rooted in their location; my deep dive into Long Crendon’s history became the foundation of this project.
My research led me to discover the story of Christopher Greening, a local man who, in 1560, is said to have brought the craft of needle-making from Europe to the village. This connection gave rise to the development name Greenings – a choice that not only honoured the heritage of the place but also created a meaningful brand story.
Structure​.
I liaised between the client and the Tassell Design graphic team to shape the overall structure of the brochure. Working together, we ensured the content guided prospective buyers seamlessly from a sense of place, through lifestyle appeal, to the detail of specification and individual house types.
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Messaging Pillars.
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To give the project clarity and cohesion, I established a set of messaging pillars:
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Heritage & Authenticity – celebrating Long Crendon’s history and architectural character.
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Lifestyle & Location – highlighting the village’s charm, connections, schools, leisure and dining.
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Design & Quality – emphasising Spitfire’s commitment to bespoke homes with exceptional specifications.
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Trust & Credibility – reinforcing the brand’s reputation through awards, sustainability, and aftercare.
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Tone of Voice.
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The tone of voice was carefully calibrated to match the prestige of the development and the expectations set by previous Spitfire Homes marketing. Aspirational yet precise, the copy was designed to inspire confidence in the product while evoking the lifestyle that Greenings would offer.
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​The result of this process was a brochure that balanced storytelling with detail – weaving together history, community, and design excellence into a compelling piece of sales collateral.
The full final copy deck I wrote for the brochure is provided below.
Copy Deck
Project: Greenings Brochure
Client: Spitfire Bespoke Homes
Copywriter: Chris Ward, Tassell Design
Date: 03 March 2017
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Cover
Title:
Greenings
Long Crendon · Buckinghamshire
By Spitfire Bespoke Homes
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1: Introduction
Headline:
A Picture Postcard Village Community
Body Copy:
Standing in the beautiful Buckinghamshire countryside, the village of Long Crendon is surrounded by a patchwork of rolling fields. From its charming thatched cottages to its quaint village square, this idyllic village is steeped in history and has a strong sense of community.
A selection of high-specification residences by Spitfire Bespoke Homes, each property at Greenings has been individually designed and effortlessly sewn into the village aesthetic.
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2: Village
Headline:
A Picture Postcard Village Community
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Body Copy:
As a village with a rich history of needle-making, Greenings draws its name from a pioneer of the industry, Christopher Greening.
Standing in the beautiful Buckinghamshire countryside, the village of Long Crendon is surrounded by a patchwork of rolling fields. From its charming thatched cottages to its quaint village square, this idyllic location is steeped in history and has a strong sense of community.
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A selection of high-specification residences by Spitfire Bespoke Homes, each property at Greenings has been individually designed and effortlessly sewn into the village aesthetic.
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3: Region
Body Copy:
Set between the university city of Oxford and the charming town of Aylesbury lies the pastoral village of Long Crendon.
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The village itself benefits from a number of local shops including a coffee shop, newsagents and post office, while supermarkets Sainsbury’s and Waitrose can be found three miles south in the market town of Thame.
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Just 16 miles to the west, Oxford offers a range of independent shops and shopping centres, including the brand-new Westgate development. Bicester Village designer outlet, with its array of high-end brands, chic cafés and eateries, is just 13 miles north.
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4: Culture
Headline:
Culture and Relaxation
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Body Copy:
Enjoy the beauty of Waterperry Gardens with its ornamental gardens, art gallery, plant centre and tea shop. Take a nature walk through the nearby Rushbeds Wood nature reserve, featuring ancient woodland and a host of rare plants, wild flowers and butterflies.
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Further afield you’ll find the spectacular Waddesdon Manor, home to the Rothschild Collections of paintings, sculpture and decorative arts. For golf enthusiasts, the prestigious Oxfordshire Golf Club is just minutes down the road.
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Captions:
Waterperry Gardens: 7 miles
Waddesdon Manor: 9 miles
The Oxfordshire Golf Club: 5 miles
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5: Dining
Headline:
Excellent Eateries, Fabulous Fine Dining
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Body Copy:
Greenings benefits from a selection of cafés, pubs and restaurants, all within walking distance. For more sophisticated occasions, there are three Michelin-starred establishments within easy reach.
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Raymond Blanc’s Belmond Le Manoir Aux Quat’Saisons is just a 15-minute drive away, offering two Michelin Stars and world-class gastronomic flair in an exquisite manor house setting.
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High-end gastropub The Mole & Chicken is located in Long Crendon, whilst the Nut Tree Inn at Murcott and The Sir Charles Napier Inn at Chinnor both hold one Michelin Star and can be reached by car in under 20 minutes.
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6: Education
Headline:
Outstanding Schooling
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Body Copy:
Buckinghamshire is one of the only counties in the UK to retain a fully selective school system. Based on their performance in the eleven plus exam, students are identified as suitable for a grammar school education.
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Several schools in the area have an outstanding OFSTED rating, including Long Crendon School, which takes children from Years One to Six.
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Other schools to achieve the outstanding rating include Aylesbury Grammar School, Sir Henry Floyd Grammar School, Lord Williams’s School in Thame, Aylesbury High School, and Waddesdon CofE School.
There are also a multitude of excellent private schools nearby, including Magdalen College School for Boys and Headington Girls School in Oxfordshire, and Griffin House School in Buckinghamshire, among others.
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7: Transport
Headline:
Perfectly Placed
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Body Copy:
Long Crendon boasts excellent transport connections. Commuters benefit from the nearby Haddenham and Thame Parkway Station, which offers regular train services to High Wycombe, Oxford, London and Birmingham.
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The M40 offers fast travel to London and the South East, and northwards to the Midlands, while the M4 places the South West within easy reach.
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Infographic:
Train*
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High Wycombe: 12 minutes
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Oxford: 30 minutes
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London Marylebone: 40 minutes
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Birmingham: 1 hour 15 minutes
Car
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High Wycombe: 20 miles
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Oxford: 16 miles
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London Marylebone: 50 miles
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Birmingham: 85 miles
* Train times from Haddenham and Thame Parkway Station
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8: Heritage & Architecture
Headline:
Greenings
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Body Copy:
Celebrating Long Crendon’s rich heritage with a collection of bespoke designed homes, each individual in character and drawing inspiration from the blend of architectural styles in the village.
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Headline:
Building on a Rich History
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Body Copy:
With 117 properties listed by English Heritage, Long Crendon is a showcase of architectural styles spanning several centuries. These include charming thatched cottages, timber-framed farmhouses and the former courthouse, which is now in the care of the National Trust.
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The village is punctuated with manorial estates, a sign of its aristocratic past. Through the years, these historic buildings have passed through the hands of the Crown, the Earls of March, the Earls of Buckingham and the Marquis of Buckingham.
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9: The Homes
Headline:
Greenings
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Body Copy:
Greenings showcases a complementary mix of architectural styles, fronted by a thatched cottage and featuring timber frame detailing, traditional rendering, and a blend of local stone, brick and Georgian façades.
The exteriors are embellished with period detail, while the interiors are bright, spacious and feature an outstanding specification throughout, offering contemporary style living.
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10: Specifications
[supplied by the client]
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11: Developer
Headline:
Bespoke Defined
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Body Copy:
Whether we’re creating a chic contemporary townhouse, a characterful Cotswold home or a classic mansion, all of our homes share the Spitfire signature; the unique qualities and characteristics that ensure that elements of your home are truly distinctive.
We do this by the careful selection of the external finishes and internal specification, sometimes to provide an architectural contrast or statement, and sometimes to create a home that’s sympathetic to its surroundings.
For those clients who purchase early on in the construction process, there is also the opportunity to personalise your Spitfire home with a choice of specification finishes and premium upgrades – all of which help to make your home as individual as you are.
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Headline:
Building a Reputation for Excellence
Body Copy:
Spitfire’s passion for design, sustainability and quality forms the cornerstones of each exclusive development.
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For our customers, the result is a home that satisfies the most discerning tastes while promoting a balanced, modern lifestyle. All properties benefit from outstanding design and meticulous attention to detail. Each aspect is carefully considered to combine striking aesthetics with superior practicality.
As a forward-thinking company, we take our environmental responsibilities seriously. We take great care in sourcing sustainable materials, installing ecological features and using resource-efficient processes. Quality is fundamental to each Spitfire home. From solid construction, luxurious finishes and premium fixtures and fittings, to outstanding customer service and after sales support.
