Proper Living
Brand voice. Website copy.

The Job
An exciting opportunity to collaborate with YouTuber and entrepreneur Caspar Lee in developing a brand voice for the launch of his first property development - Proper Living.

The Brief 

Make it fun yet functional. Relatable for students. SEO-smart. And as easy to navigate as booking a spot at Proper Living.

The Copy

I collaborated closely with the client throughout the project to develop an offbeat and irreverent tone that highlighted the VPs and appealed to the youthful spirit of Proper Living and their student audience. 

The result?
A fresh brand voice that introduced the Proper Living concept to South Africans. And they were into it! Since then, Caspar Lee has successfully launched two more (fully booked) student developments in Woodstock and Rondebosch.