Language guidelines

Core values

Core values are the key principles guiding your decisions and how you operate — who you hire (and fire), what projects you say “yes” and “no” to, the tones you use to communicate. Use your external core values in marketing, including the website and social media. These are the values you display company-wide.

We do the right thing

Handshakes still mean something to us. We earn trust by prioritizing our people, families, communities, places, and partners over the easy path.

We build partnerships that last

Success comes from genuine partnerships. We are committed to building relationships because connection leads to real collaboration and progress. Our relationships outlast our projects.

We create long-term value

We’re committed to the long term. We listen to understand, respect context, and act decisively to create lasting value.

We thrive in complexity

Challenge creates opportunity. We are an experienced team that combines local presence with a global perspective to deliver projects that drive progress.

Internal core values

Use your internal core values in employee handbooks and at retreats, workshops, and other relevant gatherings. These are for internal communication and context rather than display.

We do the right thing

Handshakes still mean something to us. Doing the right thing means prioritizing the needs and well-being of our people, families, communities, places, and partners. We earn our stakeholders' trust through humility, transparency, honesty, and consistent actions.

We build partnerships that last

Success comes from genuine partnerships. We are committed to building long-term relationships through integrity, loyalty, sincerity, and generosity because connection leads to real collaboration and progress. Our relationships outlast our projects.

We create long-term value

Chasing a deal is the best way to lose money — be long-term greedy. Listen to understand, respect context and history, act decisively, and do not fear short-term risk to create lasting value for our stakeholders.

We thrive in complexity

The Matthews “magic” is embracing the chaos. Complexity creates opportunity. We build teams of experts that combine local presence with a global perspective to deliver projects that drive progress.

About statement

The about statement is a short, straightforward, and memorable answer to a common question: “what do you do?” Use it for a quick introduction in speech or print.

We’re a global real estate team. We build partnerships to develop projects that enrich communities and create lasting value.

Elevator pitch

The elevator pitch is meant to make a connection. It’s a memorable introduction to Matthews — what we do, why we do it, and why it matters. Use the elevator pitch to start a conversation with a potential client, partner, or recruit.

To build and impact a community, you must be willing to accept challenges, work hard, and commit to the long term. We’re a global real estate team who still believe in handshakes. From mixed-use and hospitality to civic and industrial development, we use our global perspective and nimble teams to develop real estate projects from inception through design, construction, financing, and operations by building partnerships that last.

Story

Where we came from is a critical part of who we are today. It helps readers connect with our brand and support our mission. Use the story on the website and for other longform marketing purposes.

The biggest challenge to building community and unlocking potential is complexity. As problem-solvers and doers, we see progress before it appears. Positive change takes time and requires a handshake approach to build trust. Jack Matthews moved his family from Canada to Texas in 1994 to start Matthews with a relationship-oriented vision. But not something disposable. His journey began with the belief that true success lies in creating lasting value for the company and the communities it serves. He cultivated a network of people and places dedicated to building partnerships and creating spaces that make a difference. At the core of our leadership is a strong collaborative spirit and a deep commitment to understanding community. We lead by engaging with others, ensuring that our efforts resonate with the needs and aspirations of those we serve. From Canada to Texas to Dubai, Matthews is a global development team prioritizing its people, families, communities, places, and partners. Our experience designing, building, financing, and operating complex real estate developments positions us to do the right thing for people and places to thrive.

Headlines

A headline starts a conversation. But a good headline doesn’t finish one. Use these on the website and in print to get a reader’s attention and encourage them to read more.

• We partner with people and communities • Partners, not profiteers • We predict the future • Putting the community in development • Envision progress here • Positive change takes its time. So do we. • We’re partners for the long haul • Global reach, local partnerships • Indisposable architecture • Handshakes still mean something to us

Style

Good writing isn’t always cut and dry. Just like the words we choose, the way we write affects our brand voice. Keep the following guidelines in mind when you are writing. And most importantly, be consistent.

Don’t bury the lead. Keep the most important message front and center.

Keep sentences and paragraphs short. Leaving room to breathe makes content easier to read, reference, and remember.

Write for the reader. Keep your audience in mind as you write. Are they a client, partner, or community member? Are they feeling confused or excited? Are they familiar with Matthews, or is this an introduction?

Active voice Use the active voice. In active sentences, the subject does the action. In passive sentences, the subject has the action done to it.

Contractions Contractions help our writing feel friendly and conversational. Use them like you do in everyday speech.

Exclamation points Exclamation points can be effective when used sparingly. But they can also feel unprofessional and over-excited. Avoid them when writing for Matthews.

Headlines Capitalize only the first letter of headlines. Use a period if the headline is a complete sentence.

Numbers Spell out numbers one through nine. Use numerals for numbers greater than 10 and for times, prices, or ages.

Oxford comma To avoid ambiguity, use the Oxford comma before the last item in a list.

Spacing The standard for writing is to use one space between sentences, not two. The practice of using two spaces originated on typewriters and no longer applies to computer programs.