BRAND GUIDELINES
Writing
OUR BRAND PERSONA
Our audience is a passionate group of organizers for iconic events from all over the world. Like them, we live and breathe events. We’re the first ones in line to see our favorite band, in the front row of every theater performance, and we never shy away from a karaoke solo. This shared passion allows us to know our clients on a deeper level and give their attendees the experience of a lifetime. We are direct and strategic when we need to be, creative and fun when we can be.
POWERED BY LEAP EVENT TECHNOLOGY:
- Massive comic cons
- Popular pop-up attractions
- Large-scale conventions
- Jam-packed music festivals
- Grand-scale concert venues
- World-renowned sports leagues
- Nonprofit arts organizations
- Tourist-destination museums
And much more!
Visit our Industries page on Leap’s website to learn more about the types of events we serve.
WRITING STYLE
When writing for Leap we want to show our enthusiasm for all things events! That means we keep things friendly, casual, and easy to understand, even when discussing complex topics. Our writing style is approachable and relatable, with the goal of making sure our readers feel informed and empowered. Whether it’s through an email or a blog post, the #1 goal of our content is to provide value and make a positive impact on our audience.
OUR VOICE
Our voice communicates our brand persona through our writing; it’s constant and never changes. These two principles guide our voice:
Active Voice
Whenever possible, write using the active voice instead of passive. Sentences that use active voice are simpler, shorter, clearer, and more conversational.
✓ We empower event organizers to take control of their entire event experience.
X Event organizers are empowered by us to take control of their entire event experience.
Easy to Understand
It’s our job to simplify complex topics so our audience can understand any piece of content we write, regardless of their skill level or what industry they’re in. Avoid technical terms and lingo. If you need to use an uncommon term or acronym, be sure to explain it.
✓ Use our event series tool to create one event, then automatically duplicate it across multiple time slots separated by minutes, hours, or days.
X Implement our series-based event configuration to enable the generation of a repeatable schedule based on a single event definition, with segmentation options for time slots in minutes, hours, or days.
OUR TONE
Our tone can change based on who we’re talking to and what medium we’re writing for, but overall we always follow these two rules:
Positivity
Remain positive in your writing, no matter the topic. This means keeping your focus on the excitement of hosting events, rather than negative aspects that can come with it. We are the optimistic partner our clients can turn to because they know we’ll always find a solution. We help them overcome any challenges.
✓ We are working to resolve your support ticket. We’ll be in touch as soon as it’s completed.
X We are working on the issue you submitted. We’ll be in touch when it’s fixed.
Friendly
We’re the approachable partner our clients feel safe turning to. This means showing enthusiasm, using playful language where appropriate, and sometimes using exclamation points! It should feel like they’re talking with a trusted friend and confidant.
✓ Need help getting the word out about your upcoming event? We’ve got you covered with our comprehensive guide!
X Discover strategies to enhance the effectiveness of your marketing initiatives with our comprehensive guide.
COMMON WORDS
When writing for our brands, you’ll find that we use a few words and phrases more often than others. The lists below will help you write on-brand and ensure each word is formatted correctly.
- ultimate solution
- incredible events
- transform
- electrify
- empower
- amplify
- fanatics
- elevate
- flexible
- capabilities
- event organizers
- attendees
- fans
- take your event to the next level
- drive more revenue
- unforgettable events
- enhance
- streamline
- engaging experiences
In some cases, words and phrases can be formatted in multiple ways. To help our writing stay consistent and cohesive, we’ve listed out a view common words with our preferred spelling:
- photo op
- onsite
- login (noun) vs. log in (verb)
- checkout (noun) vs. check out (verb)
- third-party
- WiFi
- FAQs
- ticket buyer (not ticket-buyer)
- live stream
- okay (not ok or OK or O.K.)
Lastly, we always use the oxford comma! That means when writing a list of three or more items, include the comma before the “and.” For example: “We offer ticketing, mobile apps, and marketing solutions for our clients.”
EXCLUDED WORDS
There are some words and phrases that don’t align with our brand. Do not incorporate any of the following in your writing:
Excluded Phrases:
DIY / do-it-yourself (when referring to TicketLeap)
- Alternatives: “self-service”
product
- Alternatives: “solutions”, “capabilities”
one-stop shop
- Alternatives: “all-in-one”, “full suite of solutions”
problem
issue
- Alternatives: “exclusive” instead
*curse words
*overly-casual words (e.g., dude, guys, y’all, folks)
*overly-exaggerated words (e.g., magical, beautiful, magnificent)
*corporate buzzwords (e.g., synergy, disrupt, deliverables)
APPROVAL REQUIREMENTS & CONTACT INFORMATION
Marketing leadership must approve the use and application of brand identity assets. Please send your request to:
leap-[email protected]