Archingreen

Studio Olga asked us to write the copy for the website of Archingreen, an architectural engineering firm focused on sustainability. It’s not our usual field, but from the first meeting with Emanuela and Roberta we sensed a strong affinity. The word “care”, central to their work, is something we deeply relate to. And the parallels with health were immediate: the alliance with the client, the focus on wellbeing, the educational dimension, the social impact of their projects, and a vision that echoes the One Health approach.

For Studio Olga this project had a special meaning: Archingreen is not only a client but part of their daily working community. The final result had to express the studio’s identity in an authentic and, for them, poetic way.

Our work usually requires clarity, synthesis and precision. Here, something more was needed: a language that could move, not just explain. This led to the question that guided the whole process: what does it mean to write poetic website copy?

How we worked.

We began by listening. Long interviews, questions that opened up values and perspectives, and curiosity that led to new directions. Then research: the technical aspects, the theoretical references, the points of contact between their idea of architecture and our experience in health communication.

Writing poetic texts means drawing on your own inner resources: what their words evoked—memories, images, emotions. Each project took shape from an image or guiding concept, which became the starting point of the narrative. The difference, this time, was the attention to rhythm: letting the words breathe.