Handling sensitive topics

Establishing trust is key in all brand copywriting. But it becomes particularly important when the safety of your local population is at stake.

Israel-based Maavarim Group supply mine action, GIS, K9 and other homeland security services to countries affected by armed conflict. Theirs is a highly political environment, and they often deal with heads of state, military and NGO representatives who have English as a second language. So being tactful, using Plain English and guiding the reader through Maavarim’s different services is critical.

This is the international branding brochure I wrote for Maavarim.

Link to PDF on the right.

  • Client Maavarim Group
  • Industry Homeland security
  • Media Brochure
  • PDF