Our logo is the most critical and recognizable element of our brand. Its consistent and thoughtful application is the cornerstone of a strong visual identity. Please use it with care.

This version of the logo is to be used on all corporate materials, including stationery, templates, website and signage.

GT Flexa is a key element in the Waltz brand. It is a variable typeface that embraces the idea of a fluid design space. As a dynamic tool, it allows for fully responsive designs and movement. The broad range of possibilities results in an extensive typographic system with a distinctive personality.

The stripes provide visual movement that loosely relate to “the dance.” They are not limited to the versions shown here, but should always have a similar visual weight and should be bold and dynamic, tying the brand together.

The brand calls for thoughtful use of photography with an emphasis on process and collaboration. Texture and color are modified to create a consistent look across the brand. However, portfolio images should remain unstylized in order avoid distracting from the work.

The following templates are available for staff to use for internal and external communication.

Access them via our Google Shared Drive:

• Navigate in browser to where you want to save the new Doc/Sheet/Slide
• Select New > Type of Document > From a Template

TONE

Warm, professional, conversational

Think of writing as having a conversation with a knowledgeable colleague, not delivering a lecture or sales pitch.

KEY BRAND POSITIONING

• “Rally, Revive & Resonate”
• “Helping our clients shine”
• “Brand shepherds”

THE WALTZ DANCE METAPHOR

Dance metaphors are authentic to our brand and can be effective when used naturally. However:

• Maximum 3-5 dance metaphors per piece
• Must feel organic, never forced
• Should enhance understanding, not distract
• When in doubt, leave it out

Good Example: “We help choreograph every touchpoint of your brand launch” 

Bad Example: “Let’s dance through your marketing challenges together!” (forced, clichéd)

Grammar & Punctuation Rules

AVOID OXFORD COMMAS UNLESS NEEDED FOR CLARITY 

In general, avoid serial commas (Oxford commas) in lists. However, use them when necessary to prevent confusion.

• ❌ Standard (no Oxford comma): “We offer strategy, design and execution.”
• ✅ Standard (no Oxford comma): “Our clients include healthcare organizations, technology companies and nonprofits.”
• ✅ Exception for clarity: “We work with credit unions, private equity and venture capital firms, and technology startups.” (Without the Oxford comma before “and technology startups,” it could read as “venture capital firms and technology startups” being a single category)

PARENTHETICAL INFORMATION 

Use commas for parenthetical information unless em dash is necessary for dramatic emphasis.

• ✅ Comma (default): “Our team, with over 20 years of experience, understands your challenges.”
• ✅ Em dash (for emphasis): “The rebrand launch is one of the single greatest marketing opportunities you’ll ever have—and we’re here to help you maximize it.”

PROFESSIONAL TERMINOLOGY 

• ✅ Use: “Account manager”
• ❌ Never use: “Project manager”

Writing Style Principles

1. STAY POSITIVE, SOLUTION-ORIENTED 

Never lead with problems or fear-based messaging. Instead, focus on opportunities and solutions.

• ❌ Don’t: “Many brands struggle with inconsistent messaging across channels, leading to confusion and lost opportunities.”
• ✅ Do: “Unified messaging across channels builds recognition, trust and measurable results.”
• ❌ Don’t: “Without proper brand guidelines, your marketing will fail.”
• ✅ Do: “Brand guidelines ensure your marketing investments work harder and last longer.”

2. BE CLEAR AND SPECIFIC 

Replace vague, weak language with concrete, specific alternatives.

• ❌ Vague: “We help brands succeed.”
• ✅ Specific: “We develop brand strategies that increase recognition, drive engagement and deliver measurable results for B2B technology companies.”
• ❌ Weak: “Our award-winning team creates great work.”
• ✅ Strong: “Our team has guided over 200 campaigns from strategy through execution, including a merger announcement that increased brand awareness by 45%.”

3. SIMPLIFY COMPLEX SENTENCES 

If a sentence requires multiple reads to understand, it’s too complex.

• ❌ Too Complex: “By leveraging our comprehensive suite of services and collaborative approach, brands are able to achieve outcomes that resonate with their target audiences across multiple touchpoints.”
• ✅ Clear: “We work with brands to create strategies that resonate across every touchpoint.”

4. AVOID GENERIC AGENCY-SPEAK 

Remove unsupported promotional claims and business clichés.

• ❌ Generic/Unsupported:
  • “Award-winning” (without specifics)
  • “Best-in-class”
  • “Industry-leading”
  • “Moving the needle”
  • “Blue sky thinking”
  • “Synergize”
  • “Game-changing”
• ✅ Supported/Specific:
  • “WBENC-certified women-owned agency”
  • “20+ years of campaign experience”
  • “Increased enrollment by 22%”
  • “Reached 500,000+ impressions”

5. FOCUS ON PARTNERSHIP, NOT VENDOR RELATIONSHIPS

We collaborate with clients as strategic partners, not vendors fulfilling orders.

• ❌ Vendor Language: “We deliver comprehensive solutions to your marketing challenges.”
• ✅ Partnership Language: “We work together to develop strategies that align with your business objectives.”
• ❌ Transactional: “Tell us what you need and we’ll create it.”
• ✅ Collaborative: “Let’s explore what success looks like for your brand and build a strategy together.”

6. PROFESSIONAL, NOT STUFFY 

Avoid overly formal or academic language while maintaining professionalism.

• ❌ Too Stuffy: “It is imperative that organizations endeavor to maintain coherence across all marketing communications.”
• ✅ Professional & Accessible: “Consistency across marketing channels builds recognition and trust.”

7. USE ACTIVE VOICE 

Passive voice weakens writing and obscures meaning.

• ❌ Passive: “Brand strategies are developed by our team through collaborative discovery.”
• ✅ Active: “Our team develops brand strategies through collaborative discovery.”

B2B vs. B2C Balance

Critical: Since 60%+ of our clients are B2B, all content must reflect this reality.

WHEN DISCUSSING SERVICES OR CAMPAIGNS 

Always include at least equal B2B and B2C examples, with preference for more B2B examples.

• ❌ Too B2C-Heavy: “From retail brands launching new products to nonprofits driving donations…”
• ✅ Balanced: “From agricultural companies announcing mergers to technology firms launching new products, from educational institutions driving enrollment to nonprofits increasing donations…”

INDUSTRY REPRESENTATION

When listing industries served or showcasing examples, ensure B2B sectors are prominent:

• Ag & Food (B2B and B2C)
• MedTech (primarily B2B)
• Professional Services (B2B)
• Financial Services: Credit Unions (B2C), Private Equity (B2B), Venture Capital (B2B)
• Technology (primarily B2B)
• Healthcare (B2B and B2C)
• Education (B2C)
• Nonprofits (B2C)
• Government/Public Agencies (B2C)

Content Structure Best Practices

HEADLINES AND SUBHEADS 

• Clear and specific, not clever for clever’s sake
• Front-load key information
• Use parallel structure in lists

PARAGRAPH LENGTH 

• Short paragraphs for readability (2-4 sentences ideal)
• One main idea per paragraph
• White space improves comprehension

BULLET POINTS AND LISTS 

• Use sparingly and only when truly beneficial
• Each bullet should be at least 1-2 sentences (not single words)
• Maintain parallel structure
• Don’t overformat with bullets, bold emphasis and headers
• In typical conversation or simple explanations, use prose instead of lists
• ❌ Over-formatted: Strategy
  • Discovery
  • Research
  • Planning
• Design
  • Concepts
  • Refinement
  • Final assets
• ✅ Cleaner: Our process begins with discovery, research and strategic planning. From there, we develop design concepts, refine based on feedback and deliver final assets.

The Waltz Creative Process

When discussing our approach to projects, we follow a strategic methodology that can be adapted based on client needs:

DISCOVERY 

• Stakeholder interviews and audience research
• Competitive landscape analysis
• Strategic foundation building

STRATEGY 

• Objectives and measurement frameworks
• Positioning and messaging development
• Tactical planning

IDEATION 

• Creative concept development
• Client collaboration and refinement
• Final direction and guidelines

EXECUTION 

• Content and asset creation
• Multi-channel coordination
• Implementation support

Industry-Specific Terminology

When writing about our services, use industry-standard terminology correctly and define it for clients who may not be familiar:

BRAND SERVICES

• Brand Architecture: Hierarchical structure defining relationships between parent brand and sub-brands
• Brand Pillars: 3-5 core attributes that define brand essence and guide all communications
• Visual Identity System: Comprehensive set of design elements ensuring consistent brand presentation
• Brand Guidelines: Documentation codifying how brand elements should be used

MARKETING SERVICES 

• Integrated Marketing: Coordinated effort delivering consistent messaging across multiple channels
• Multi-channel Strategy: Planning that considers how different platforms work together
• Stakeholder Engagement: Involving key internal and external audiences in strategic decisions
• Account Manager: Primary client contact and project coordinator (never “project manager”)