The One Rule
If it could have been written by any builder on the Gold Coast, rewrite it until it could only have been written by Livin'.
Livin' does not sound corporate, generic, polished-for-the-sake-of-it, or salesy. Livin' sounds like Kylie and Billy: warm, honest, experienced, practical, proud of the work, and genuinely invested in the people they build for.
Tagline: We create dream spaces.
Sign-off: Let's create something extraordinary. Kylie & Billy
Brand Voice Summary
Livin' Construction Co. is a premium outdoor construction brand with a personal, family-led voice. The tone is warm, grounded, experienced, and quietly confident — refined enough for a high-end pool and outdoor living brand, but human enough that a homeowner feels like they are dealing with real people. Because they are.
This is not a volume builder. This is not a franchise. This is not a faceless sales team. This is Kylie and Billy: a husband-and-wife team who build concrete pools and outdoor spaces properly, personally, and with genuine care.
The voice should always carry two things:
1. Kylie's warmth, design eye, and client care
2. Billy's craft, experience, and practical honesty
Lose Kylie, and the brand becomes too technical. Lose Billy, and the brand becomes too soft. Together, they are Livin'.
Who We're Talking To
The Livin' audience is premium-but-approachable. They are not shopping for the cheapest pool. They are shopping for the right team.
| Segment | Profile | What They Need |
|---|---|---|
| The Young Family | 30–45, growing kids | Reassurance, clarity, someone who answers the phone, a backyard their kids will grow up in |
| The Premium Upgrader | 40–60, established home | Magazine-worthy finish, wellness angle, material quality, a cohesive outdoor space |
| The Renovator | 35–55, second build or past bad experience | Honesty, transparency, a builder who shows up and follows through |
| The Entertainer | 35–60, lifestyle-focused | A seamless outdoor environment built for hosting, relaxing, and living well |
They are emotionally buying: Peace of mind · Pride in their home · Family connection · Wellness · Quality that lasts · A backyard they never want to leave
Industry-leading premium quality solutions for discerning homeowners.
We build concrete pools and outdoor spaces for the way your family actually lives — from the first sketches to that first dip.
Voice Profile — The Four Dials
| Dimension | Score | Why |
|---|---|---|
| Funny → Serious | Warm, with an occasional smile, but never flippant. Pools are a major investment. | |
| Formal → Casual | Conversational and Australian. "Backyard" not "outdoor area." "Chat" not "consultation." | |
| Respectful → Irreverent | Respect comes first. The brand can call out poor industry behaviour, but never cheaply. | |
| Enthusiastic → Matter-of-fact | Genuinely passionate, but not shouty. "150mm waterline tile" is stronger than "absolutely stunning." |
The Kylie & Billy Duality
Every long-form piece should carry both voices. Shorter pieces may lean more Kylie or more Billy depending on the channel, but the brand should always feel like the two of them are behind it.
Kylie
Leads with feeling, vision, care, and communication. She is the warm welcome, the design translator, the one who makes people feel looked after before the build even starts.
Polished but human. Warm but not sugary. Grateful but not performative.
Billy
Anchors with craft, process, experience, and practical truth. He explains what matters, why it matters, and what cutting a corner will cost later.
Direct but never cold. Practical but never dismissive. Confident but never arrogant.
Together, they sound like:
We start with how you want the backyard to feel, then work through the practical details that make it buildable — access, engineering, finishes, drainage, and the way your family will actually use the space.
Kylie — The Warm Design Eye
Kylie brings the emotional texture to the brand. She notices the vision, the mood, the family moments, the client trust, the small details, and the reason a space matters.
Kylie sounds like
Send me your inspo. I'll come back with a tile palette and a few coping options that'll sit beautifully against your home.
There is a lot that happens before we even break ground, and that planning is what makes the build feel calmer once we are on site.
We are always grateful when a family trusts us with a space they are going to live in for years.
Billy — The Trusted Mate & Craftsman
Billy brings the practical backbone to the brand. He is the craft, the construction knowledge, the honest answer, and the calm confidence that comes from two decades in the industry.
Billy sounds like
We won't dig until the engineering is right. That is the kind of corner that costs you ten years from now.
Access, soil, drainage, engineering — none of that is the glamorous part, but it is what makes the finished pool last.
A good build starts well before dig day.
Kylie Voice Markers
Kylie's natural voice is a major part of the Livin' brand. It should not be stripped out in the name of polish.
1. Genuine gratitude
"Always grateful."
"A huge thank you to our beautiful clients for trusting us with this one."
"We are honoured and humbled to deliver exceptional outcomes for our valued clients."
2. Shared excitement
"We can't wait to see this one come to life."
"This is where the fun part starts."
"We are pleased to announce the commencement of this project."
3. Journey language
"From here, we move into…"
"We will be sharing this one from approvals through to completion."
"Our comprehensive process ensures seamless project delivery."
4. Warm client appreciation
"Thank you for trusting us with your home."
"This one has been such a joy to bring to life."
"Another satisfied client outcome delivered."
5. Soft directness
"If a pool is on your vision board, now is the time to start the conversation."
"Contact us today to secure your spot."
6. Family and lifestyle cues
"Backyards designed to be lived in."
"Long lunches, first swims, slow afternoons, and summers at home."
"Outdoor entertainment solution."
The Kylie Polish Pass
When editing Kylie-style copy, do not remove the warmth. Refine it.
Gratitude · Warmth · Excitement · "We" language · Family references · The sense of journey · Client appreciation · Honest planning notes · Personal pride in the work
Too many emojis · Too many exclamation points · Repeated "amazing" / "incredible" · Overlong sentences · Grammar hiccups · Missing apostrophes in Livin' · Vague praise that could be specific
The rule: Do not make Kylie sound corporate. Do not make Kylie sound like a copywriter trying too hard. Make her sound like herself on her clearest, most confident day.
We Are / We Are Not
If it sounds like a builder's brochure, rewrite it.
If it sounds like Kylie or Billy could say it while standing in someone's backyard with a cup of tea, it is much closer.
Words We Use
| Word / Phrase | How to Use It |
|---|---|
| Dream / dream space / dream pool | Use freely. This is core to the brand. |
| Backyard | Prefer over "outdoor area." It is where life happens. |
| Build / built | Stronger and more grounded than "create" in many contexts. |
| Craft / crafted | Use for finish work, material detail, and considered construction. |
| Considered | Use when something has a reason behind it. |
| First dip | Strong end-of-build phrase. Emotional and specific. |
| The fun part | Useful when moving from planning into selections or design. |
| Sorted | Casual Australian ease. "Once the essentials are sorted…" |
| Chasing | Kylie-style. "What mood are you chasing?" |
| Dig day | Billy-specific and memorable. Use it. |
| Pro tip: | Expert-friend callout format. |
| Coping, capping, pebblecrete, waterline tile | Use real terms, with context on first mention. |
| Magnesium / mineral | Important wellness language. Keep it grounded. |
| Your home / your family / your kids | Speak to one person, not a market. |
| Come and have a chat / Give Kylie a call | Preferred CTA language. Warm, direct, personal. |
| Livin' | Always with the apostrophe. |
Words to Avoid
| Avoid | Use Instead |
|---|---|
| Solutions | We build pools, spaces, backyards, outdoor living areas. |
| Leverage / utilise / synergy | Use plain English. |
| Industry-leading / best-in-class | Replace with a specific proof point. |
| Cutting-edge | Show the detail; do not claim the cliché. |
| Affordable / cheap | Livin' is premium. Talk about value and longevity. Never say "cheap." |
| Contact us today / reach out | "Come and have a chat," "send us a message," or "give Kylie a call." |
| Valued customer | Use the person's name, "homeowner," "family," or "you." |
| Outdoor solution | "Outdoor space," "backyard," or "pool and entertaining area." |
| Livin Construction Co. | Always Livin' Construction Co. — apostrophe is non-negotiable. |
Warm Adjectives Rule
Words like beautiful, incredible, amazing, grateful, excited, proud are not banned — they just need something specific beside them.
Another incredible backyard transformation.
An incredible transformation from a steep clay bank into a 9m magnesium pool, tiled spa, and deck the family can use every weekend.
We are so proud of this beautiful project.
We are so proud of this one — the soft green tile, the curved coping, and the way the whole space opens back to the house.
Rule: Emotion is welcome. Specificity makes it believable.
Jargon Policy
Use real construction terms freely — they signal expertise and build trust. But the first time a term appears in customer-facing copy, give it a little context.
The coping — the stone edge that frames the pool — was chosen to pick up the warm tones in the existing brickwork.
Premium coping installation for superior outdoor design integration.
Specificity is the edge. Mystery is not.
Signature Devices
Use at least one signature device in any long-form piece.
1. The Pro Tip Callout
Short, specific, expert-friend advice. One per piece, two maximum. Maximum 25 words.
2. Rhetorical Questions
"What mood are you chasing — relaxed coastal, resort-style, or clean modern minimalism?"
"Are you ready to transform your outdoor space?" — Too generic. Too salesy.
3. Script-Style Emphasis Lines
Used sparingly — tagline, sign-off, one-line emotional closers on polished campaign pieces.
We create dream spaces.
Let's create something extraordinary. Kylie & Billy
4. The Gratitude Note
"A big thank you to our beautiful clients for trusting us with this space. We can't wait to see the memories made here."
"We are humbled and honoured to have delivered another exceptional outcome."
5. Planning Reassurance
There is a lot that happens before we even break ground — design, selections, soil testing, engineering, approvals, and scheduling. Getting that part right is what helps the build feel smoother later.
Punctuation Policy
| Mark | How to Use |
|---|---|
| Em dash — | Use sparingly, for emphasis or clarification. Not as a filler mark in every paragraph. |
| En dash – | Numeric ranges only: 6–12 weeks, $60,000–$100,000, 2026–2027. |
| Exclamation points! | Rarely on website and proposals. Social may use one or two when Kylie's genuine excitement comes through. Never stack them. |
| Ellipses… | Occasionally on social when conversational. "We are just… different." Not "we are so excited… this is amazing… stay tuned…" |
Emoji Policy
| Channel | Guidance |
|---|---|
| Website, guides, proposals, SEO | No emojis. |
| Usually no emojis, unless the email is very personal. | |
| Instagram & Facebook | 1–3 max when they support the feeling of the post. Should feel like Kylie, not a social media manager decorating a caption. |
Always grateful 🤍
Stay tuned as this one comes to life 🌴
✨🌴🏡💦 DREAM BACKYARD REVEAL 💦🏡🌴✨
The brand can smile. It does not need to sparkle-bomb the reader.
Channel Tone Guide
Voice never changes. Tone does. Same people, different room.
| Channel | Dial Shift | How It Sounds |
|---|---|---|
| Website | Full voice profile | Polished, warm, clear. Kylie leads emotional language; Billy anchors process and construction confidence. |
| SEO Landing Pages | Website tone + local specificity | Keywords in metadata, headings, and natural context. Never let SEO flatten the voice. |
| Warmer, more Kylie | Project storytelling, gratitude, process updates, 1–3 emojis max when natural. | |
| Slightly longer, community-led | Warm, local, story-based. Good for progress updates and project reveals. | |
| Email — 1:1 Enquiry | Warm, personal, reassuring | First name. Practical next step. "I've got you" energy. |
| Email — Newsletter | Short, useful, warm | One idea per email: planning tip, project reveal, seasonal reminder, or design idea. |
| Quotes & Proposals | More Billy, more serious | Clear, specific, confident. No fluff. The proposal should prove expertise. |
| Brochures & Guides | Calm, helpful, design-aware | Kylie as guide. Polished, practical, lightly educational. |
| Signage & Truck | Punchy and simple | One idea, one feeling. "Pools built for the way you actually live." |
| Review Responses | Warm, personal, named | Thank the person, mention a specific detail, sign from Kylie and/or Billy. |
| More serious, industry-aware | Process insight, trade respect. More formal but never corporate. | |
| YouTube | More Billy, conversational | Build process, project walkthroughs, plain-English explanations. |
Core Message Pillars
1. Craftsmanship That Lasts
We deliver exceptional quality.
Billy will not move ahead until the engineering, access, drainage, and shell details are right.
2. Trust Through Communication
We pride ourselves on customer service.
You will deal directly with Kylie and Billy, not a sales team you never hear from again.
3. Spaces Designed for Living
We create outdoor entertainment areas.
We build the kind of backyard your family actually uses — first swims, long lunches, wet towels over chairs, and summers that stretch well into the evening.
4. Family-Led Service
Our team provides personalised service.
When you work with Livin', you work with Kylie and Billy from the first conversation through to handover.
5. Outdoor Wellness
Our healing mineral pools transform your health and wellbeing.
Magnesium and mineral pools are chosen by many homeowners for a softer-feeling swim and a more wellness-focused backyard.
CTA Language
Livin' CTAs should feel personal and low-pressure.
Preferred
- Come and have a chat
- Send us a message
- Give Kylie a call
- Tell us what you are dreaming about
- Start the conversation
- Book a pool planning chat
- Let's talk about your backyard
- Ready to plan your dream space?
Avoid
- Contact us today
- Reach out now
- Enquire now
- Get a quote
- Claim your spot
- Secure your build today
Client Voice
Testimonials are one of Livin's strongest proof points. Do not flatten them into generic praise — keep the human detail.
"Never did we feel like we were dealing with sales people — we were dealing with a family team that truly cares about their customers and takes pride in their builds."
Best used for: founder involvement, trust, personal service, anti-sales positioning.
"Bill and Kylie have been so helpful, not only in the design decisions but also in the planning and management on site."
Best used for: Kylie and Billy duality, planning support, design and build confidence.
"From the day they quoted until handover we cannot fault their professionalism, work ethic and quality of their work."
Best used for: consistency, quality, handover experience, short-form social proof.
Clients do not feel sold to. They feel guided. That is the brand in action.
Elevator Pitch
Adapt the tone to the channel — warmer for social, more detailed for proposals, more polished for website copy.
We're Kylie and Billy, the husband-and-wife team behind Livin' Construction Co.
We build custom concrete pools and outdoor spaces across the Gold Coast, Brisbane, Tweed Coast, and Northern NSW — designed around the way families actually live.
Billy brings two decades of building experience and more than ten years specialising in pools. Kylie is across the client experience, design details, selections, and the kind of communication that helps the whole process feel clearer.
What makes us different is simple: when you work with Livin', you work with us. Not a sales rep. Not a franchise. Not a project manager you have never met.
We know this industry has let a lot of homeowners down. That is why we answer the phone, give honest answers, and follow through on what we say.
Because a pool is not just a pool. It is your kids' childhood. It is Sunday afternoons. It is the backyard you will never want to leave.
Let's build yours properly.
Kylie & BillyBefore & After Examples
Homepage Hero
Premium pool design solutions for the discerning homeowner. Industry-leading craftsmanship, exceptional outcomes.
We create dream spaces.
Concrete pools and outdoor spaces built for the way your family actually lives — from the first sketches to that first dip.
About Page
Livin' Construction Co. is a premium residential construction company delivering bespoke outdoor living solutions.
We are Kylie and Billy — a husband-and-wife team, parents of three, and the people you will actually deal with from the first conversation through to handover.
Instagram Caption — Project Reveal
Stunning project complete! Another amazing pool delivered to our happy clients. Contact us today for your dream pool!
Eight weeks ago this was a clay bank.
Today it is a 9m magnesium pool with soft waterline tile, warm coping, and a deck that opens the whole backyard back up to the house.
A big thank you to our beautiful clients. We cannot wait to see this space lived in. 🌴
Email Reply to Enquiry
Dear valued customer, thank you for reaching out. A member of our team will be in touch shortly.
Hi Sarah,
Thanks so much for your message. Loved the photos — that north-facing aspect is gold.
I'll come back with a few thoughts on layout, timing, and what might be possible for the space.
Kylie
Signage
Quality Pools. Quality Construction.
Pools built for the way you actually live.
Pre-Publish Checklist
Before any piece of customer-facing copy goes out, check the following:
- Does it sound like Kylie or Billy could say it out loud?
- Is it warm without being gushy?
- Is it premium without being pretentious?
- Is there a specific detail where a vague adjective used to be?
- Have we removed "solutions," "utilise," "leverage," and "industry-leading"?
- Does it speak to one homeowner, not a mass audience?
- Is the CTA human and low-pressure?
- Is Livin' written with the apostrophe every time?
- Have we avoided any mention or comparison of fibreglass?
- If social copy, does it still feel like Kylie?
- If website copy, has it been polished enough for the brand?
- If proposal copy, has Billy's practical clarity come through?
- Are emojis and exclamation points appropriate for the channel?
- Is the piece focused on one clear idea?
- Does it build trust through proof, not empty claims?
- Does it include at least one signature device where appropriate?
Final read-aloud test: Read it out loud. If you stumble, rewrite the sentence. If it sounds like any other builder, rewrite the idea. If it sounds like Kylie and Billy standing in someone's backyard, talking honestly about the dream and the details, it is ready.
Final Brand Voice Summary
Livin' Construction Co. should sound like the rare builder people hope they have found.
Warm enough to make the process feel personal.
Experienced enough to make the decision feel safe.
Specific enough to prove the quality.
Calm enough to feel premium.
Human enough to be trusted.
At its best, the voice makes one thing clear: these are the people we trust to bring our dream backyard to life.Let's create something extraordinary. Kylie & Billy