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Style Principles
How we standardize our style for clarity and consistency
Grammar
Style
When writing for EA, we use AP Style usage and rules. When writing for a client, ask if they have a preferred style. If they don’t, default to AP.
Sentence Case
Like you’d write a sentence, capitalize only the first letter of the first word, followed by lowercase (except for proper nouns). When writing in EA voice for a highly customized RFP of a title-case brand, you can make an exception.
E.g., “Crafted to connect” vs. “Crafted to Connect”
Abbreviations and Acronyms
Never assume reader familiarity. For general audiences, clarity is key. For specialized audiences, opt for industry-standard usage. When in doubt, unless the abbreviation/acronym is widely known and unmistakeable (e.g., ASAP), always spell out the full term followed by the acronym in parentheses on first use.
E.g., "Search Engine Optimization (SEO) is crucial for digital marketing."
How to correctly reference the agency when writing on our behalf.
Use full name for first mention (“Agency EA”)
Use shorthand for second mention (“EA”)
Do not use "AEA" as shorthand
Use correct casing for "Agency EA" (title case 'Agency', uppercase 'EA')
Naming Conventions
PUNCTUATION
Contractions
Keep it conversational with contractions, but be mindful of context and occasionally necessary formality.
E.g., “It’s all about partnership.” vs. “It is our scope responsibility.”
Oxford comma
Also known as the serial comma, EA uses the comma placed after the second-to-last item in a list of three or more for clarity.
E.g., “We designed the stage and screen content, all activations, and programming.”
Em dashes
Alleviate readers from long sentences and comma overload with an em dash — it adds extra emphasis or a break (without the formality of a semi-colon). When writing for EA, use an em dash with spaces on both sides.
E.g., “We plan it all down to the last detail — and then brilliantly execute it.”
Terminology
Inclusive + anti-racist language
Words matter — and they should help, never harm our readers. To spot and erase harmful language from our everyday and industry-specific vocabulary, reference our ever-evolving DEI glossary.
If you can’t find a specific term or would like to suggest a new entry, reach out to Liza Nikitas.
Messaging Toolkit
A big-picture touchstone for guiding, writing, and editing your copy.
Tagline
Our summarizing brand statement that lives at the highest hierarchy in official placements
The Experiential Architects
Brand Story
How we strategically frame our agency origin story
Mission and Vision
Our mission focuses on today: what we’re doing, who we’re doing it for and why.
Our vision focuses on tomorrow: who we we want to become through our actions.
Positioning Statement
What we do, and how we do it better than our competition — for our consumers’ minds and in the marketplace
We’re Agency EA.
A scalable, end-to-end experience house.
PAIRED WITH TAGLINE
Agency EA | The Experiential Architects
A scalable, end-to-end experience house.
Key Criteria
The dimensions of our identity that help us stand out
Tenets
These fundamental beliefs guide our actions with uncompromising conviction. We want everyone to know and understand who we are, especially potential and existing employees.
Own what’s yours
Come to work like you have a stake in the future of the company – because as an owner, you do. Do work that makes you proud and supports EA's vision. Self-motivated and self-aware, you’re a proactive powerhouse that doesn’t wait to make moves.
Put people first
You create with passion and collaborate with empathy, lifting up your clients, vendors, and team. Because people are at the heart of experiences, and community is everything
Explore what hasn’t been done
You blur boundaries and are always chasing the next big thing. You encourage experimentation, and thoughtful risks, cultivating diverse perspectives within your team to solve problems from a fresh angle
Stay curious
You ask questions and never stop learning. You are as interested in other people’s ideas as your own, and are humble about what you don’t yet know
Win as a team
Success is shared — and it takes everyone’s special spark to get us to the finish line. You balance rolling up your sleeves with finding joy in the journey and the people you work with
Ever-evolve
You don’t shy away from growth, even when that means tough conversations or uncomfy challenges. You quickly adapt to changing circumstances and pivot without long pauses
Think sustainably
Leaving a mark on people also requires leaving the smallest possible footprint on the planet. Whenever possible, you go for greener