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we OBSESSIVELY
WIELD words
ABOUT antonym
We are a voice strategy and copywriting studio that conspires with beauty, fashion, culture, and lifestyle brands.
The concept of an antonym — something’s opposite — is central to our process. If someone else is saying it, where is the ingenuity in mimicking it?
Every no amplifies a yes. In articulating why something doesn’t work, you break the code for what does. Our process applies your brand to several different voices, some of which won’t work. (This is a good thing.) We believe the antonym of your voice will expose what you really mean to say.
Our services include:
CLIENTS
Our clients are pioneers and demand distinction. We position them to upend every standard in their industry.
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NYC
made
PAREa (greek)
A group of friends who gather together to enjoy nothing else but sharing their life experiences, philosophies, values, and ideas.
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NOUN:
A LOVER OF WORDS
LOGOPHILE
We’re intoxicated by the influence of words. They create cults, evoke envy, incite revolutions. Everything a smart brand wants. We approach voice strategy like we’re crafting the next great American novel. Or the September issue of Vogue. Each word obsessively engineered to construct a persona that elevates every touchpoint of your brand.
Tucked into various corners of our site, you’ll meet words that look more like a jumble of characters than something recognizable. They are untranslatable words. Words from other languages that capture very specific feelings, but have no English counterpart. They can be painfully romantic* and deliciously evil**. They always leave you wanting more.
That’s what we build for your brand: a personalized tone of voice as unique and unequaled as an untranslatable word. One that cuts against cliché, captivates your target audience, and is executed through inimitable copy that leaves people desperate to invest in whatever you’re selling.
*Duende: The mysterious power that a work of art has to deeply move a person.
**Schadenfreude: Pleasure derived from another person’s misfortune.
Ré Nao (chinese)
Usually translated as "lively" or "bustling," but its true meaning goes beyond. A place or situation that is ré nao is not only fun and lively, but also possesses a rare vibe that makes everyone want to be there.