These guidelines are here to help you communicate a coherent and consistent vision for More by HB Reavis with a focus on digital platforms. It will help our audiences to understand our brand, have confidence in us and want to interact with us.


More is a service brand from the house of brands by HB Reavis. As such, the brand values should be in line with HB Reavis’ brand values.

It sounds simple, but we go way beyond basic expectations. HB Reavis’ first and foremost care as a workspace provider are the people in their buildings and their well-being.

More represents all the standard services clients need, from technical maintenance, cleaning and security through concierge services to above standard services and events such as car and bike sharing, events aimed at health, beauty and well-being, art exhibitions, street food markets, educational events, social events and even child care.

We go above and beyond the norm with building design and we want to do more for it’s users.

Brand Personality

This is how we portray ourselves; the personality that our audiences have in mind when they think about More.


  • deliver messages with our core values at heart, welcoming attitude and emotions
  • act and write in playful but smart language with genuine passion for our services and products
  • prefer conversational language over official, not only to deliver the message, but bring the human aspect into it
  • desire to help and support people’s needs
  • use people’s first names, not their degrees
  • are enthusiastic with language and aim to bring inspiration to people
  • express our ideas and achievements in a trustworthy, friendly and casual voice
  • explain and take actions in communication if something is wrong
  • want to be recognised by our distinctive design and human and caring approach

Name Rules

On occasion you may need to shorten the name. In this case More is acceptable.

Only the wordmark is written in lowercase.

  • Full name: More by HB Reavis
  • Shortened version: More
  • Do not use initials: More by HBR / MHBR
  • Do not use lowercase: more
  • Do not use uppercase: MORE

Tone Of Voice

Our copy tone is very important. It reinforces our vision and helps audiences to understand the kind of people we are. In essence, our voice is warm, deep and has a calm authority while preserving a youthful, familiar and natural quality.

We write:

  • in the local languages of the markets we operate in
  • in British English on an international level
  • only using a language’s characters and exclude those from other languages
    (e.g. no accents in British English)
  • with a smooth, precise, approachable and friendly voice
  • inspirationally and subtly enthusiastically
  • informally, using ‘we’ instead of ‘More’ and ‘we’re’ rather than ‘we are’
  • avoiding colloquialisms and over familiar language
  • credibly and authentically about our services and products
  • stories to communicate our ideas and achievements
  • in conversational language over official, not only to deliver the message, but to bring a human aspect into it, as if it’s from person to person
  • with our core principles and philosophy clearly in mind