IMPROMPTU studio collaborated with HEREU to translate its visual and material world into a coherent, scalable system of language. 

IMPROMPTU studio collaborated with HEREU to translate its visual and material world into a coherent, scalable system of language. We developed a Tone of Voice framework that articulated the brand’s values, rhythm, and linguistic personality — a foundation from which every piece of communication could evolve with consistency and depth.

At the core of this collaboration lies the HEREU Tone of Voice Assistant — a custom-built generative AI tool trained to understand and reproduce the brand’s unique tone. Designed as an adaptive writing system, it enables HEREU’s teams and collaborators to create content autonomously across all channels — from product descriptions to newsletters and campaign storytelling — while maintaining coherence and authenticity.

More than a writing assistant, it is a living archive of the brand’s voice. It captures the knowledge and sensitivity of HEREU’s language, preserving it internally and ensuring no aspect of its identity is lost as the brand grows. The result: faster content creation, a unified tone across platforms, and a stronger internal culture of communication.

Together, these efforts mark a shift in how heritage brands can engage with technology: not as a disruption, but as a continuation of craftsmanship.

By designing intelligent tools rooted in identity, IMPROMPTU studio helped HEREU scale its communication with the same precision and purpose that define its design — proving that innovation, when done with sensitivity, is another form of tradition.