Editorial policy
How AVY approaches writing, claims and evidence in everything we publish.
Project plan
From first conversation to working outcome.
What we write and why
The Journal and editorial content is written for founders, marketing leaders and decision-makers who are evaluating brand strategy and identity work. It is meant to be useful before anyone hires AVY, not just as a way to sell services.
Claims and evidence
We do not publish client results that have not been verified and approved. Where case study material is shared, it reflects work that has been completed and discussed with the client. We do not use invented metrics or unverified testimonials.
Tone and language
The writing is direct and specific. We avoid vague claims, superlatives and generic agency language. If something is said, it is because it reflects a view AVY holds about how brand work should be done, not because it sounds impressive.
House style
We use UK English and sentence case. AVY® always includes the registered trademark symbol. Visible copy does not use hyphens or dashes. Testimonials preserve the client’s approved words while names are shown as a first name and surname initial.
Frequently Asked Questions
About Editorial policy
We share case study work that has been completed and approved by the client. We do not publish unverified metrics or results that the client has not agreed to share publicly.
Explore further
Let’s talk
Book the 20. A short, honest conversation, not a sales pitch.