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At a glance

• Role: Freelance copywriter, sole author of the brochure copy
• Skills: Copywriting, brand storytelling, brand identity, long-form narrative, audience-focused messaging
• Client: Alto Real Estate, one of Slovakia's most prominent developers
• Deliverable: the sales brochure for SKY PARK Tower — the only Slovak project by Zaha Hadid Architects, now nearing completion
• Language: written in English
• Audience: international office representatives choosing where to headquarter
• Brief: tell a story — a place that was once the industrial heart of Czechoslovakia, rebuilt for the companies shaping the next century </aside>

Challenge

I was assigned to shape the brand identity for Alto Real Estate, the flagship project of one of Slovakia's most prominent developers. At its centre stands SKY PARK Tower — designed by Zaha Hadid Architects, their only work in Slovakia.

The medium was a sales brochure. Its purpose: to tell the story of the area where the building stands, and of the tower itself, making its distinctive qualities feel as tangible on the page as they are on the skyline. The audience was international — office representatives weighing whether to plant their headquarters here.

Approach

I worked independently as a freelance writer, designing the content for the entire brochure from an outline provided by the project manager. Each draft went to a senior writer who had known the client longer; their insights sharpened the message and tuned it to the client's communication style. After about three rounds of internal and external review, we reached the final version.

Thought Process

The research handed me the leitmotif. I learned that the area around SKY PARK had been bombed during the Second World War, and that it had once been the economic engine of then-Czechoslovakia. Within a few square kilometres stood a rubber factory, a refinery, a port, and a power plant. Thousands of people found their work here.

That purpose never left the place. It simply adapted — to the needs of a modern, innovative, 21st-century economy. Continuity became the thread I followed through every page: the same ground, still working, still drawing people toward it.

Tools. I worked extensively with Notion, Dropbox Paper, Wordtune.io and rytr.me.

Outcome

The brochure reached its final version through those rounds of review, ready to carry the SKY PARK story to its international audience.

https://drive.google.com/file/d/18iIzj0OiMoJGa7NChn3-xQ9bjQQaVDGY/view?usp=drive_web

Once the brochure was finalized, the text moved to the web — a distillate carrying the most crucial facts about the area and SKY PARK Tower.

Homepage - Sky Park Tower

Unsure if I am what you're looking for? That's alright! Shoot me a message and let's discuss your specific needs to see if we're a match.

📥 boris.slesar@gmail.com

📲 +421 911 433 170

🕴🏼 LinkedIn: Boris Slesar