Writing a corporate profile for a bespoke sustainability cause

Writing a corporate profile for Blue by Black and white group


Blue, the sustainability arm of AlSerkal Group, commissioned THE BLACK AND WHITE GROUP to write a new corporate profile to support its recent rebranding. The client had opted for a bespoke design and presentation that would distinguish it from the standard ‘brochure style’ many companies adopt. The way the copy was presented had to reflect this.

The scope of work also required us to work key words into blue’s existing web copy for SEO purposes. As a value-add, THE BLACK AND WHITE GROUP gave the existing web copy a ‘sense-check’ edit to capture any typos and grammatical/punctuation points, and to condense the copy in general.

Capturing the tone

Blue’s Regional General Manager – GCC, Rafael Sanjurjo Lopez says, “Our environmental services are highly niche and specialised, and the profile was to be aimed at topline ‘C’-level decision-makers. The source content we provided was both complex in nature and also quite extensive.

“THE BLACK AND WHITE GROUP was able to condense the content. At the same time, they made sure all salient points were covered. They completely caught the tone we needed to engage the attention and interest of the target audience.”

Extending the scope

Blue showed its satisfaction of our work on the brochure and key words for the website by asking THE BLACK AND WHITE GROUP to write an editorial article for a magazine published by the UAE Ministry of International Cooperation & Development. The article focused on blue’s contribution towards the UAE’s sustainable development goals.

Sanjuro says, “Once again, THE BLACK AND WHITE GROUP was on task in producing an article that completely captured blue’s philosophies, environmental services and longer-term sustainability aims, condensed into a concise form but capturing the essence in every respect.”

For more information on THE BLACK AND WHITE GROUP’s copywriting and digital marketing services, please call 04 367 5052 or 050 457 5469.

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