How we write
How to use this editorial guide
This document is the editorial style guide for Buffini external communications. It covers language decisions, formatting standards, grammar rules, and naming conventions for all content produced for or on behalf of the brand.
It is a companion to the Buffini Brand and Voice Guide. The Brand and Voice Guide covers who we are, who we serve, and how we sound. This guide covers the specific rules that make that voice consistent on the page. Use both.
Scope
These rules apply to all external-facing content: web pages, emails, social media, event materials, print collateral, video scripts, ads, and any other content a customer or prospect may encounter. They do not govern internal documents, unless a team chooses to adopt them. Items of Value (IOVs) produced by the Content & Curriculum team are also excluded. IOVs are not Buffini branded materials and follow their own formatting conventions established by that team.
Who owns this guide
The Creative Team at Buffini owns and maintains this document. Questions about specific rules should be directed to Sr. Creative Director Greg Rolnick (gregr@buffini.com). Proposed additions or changes should be submitted for review before being applied.
How to apply these rules
Most situations are covered by a specific rule. When they are not, use the decision principles. When a rule feels like it is producing a worse result than breaking it would, flag the situation rather than quietly making an exception.
Temporary rules are marked as such. They apply until formally revised or removed. Do not treat a temporary rule as optional.
The base reference: AP style.
This guide is a house style built on top of the Associated Press Stylebook (AP style). AP style governs any situation this guide does not address. When a rule in this guide conflicts with AP style, this guide takes precedence.
AP style updates annually. The Creative Team should review each year’s AP changes when they are published and determine whether any update affects Buffini house rules. If a change is relevant, update this guide before it creates inconsistency in the field.
