Language guidelines

Brand tones and values

Good writing isn’t always cut and dry. Like the words we choose, how we write affects our brand voice. Keep the following guidelines in mind when you are writing. And most importantly, be consistent. Our brand tones and values guide the important decisions: who we partner with, where our money goes, what services we provide. They also inform our tone of voice. Use them on the website, social media, signage to increase audience connection.

We’re committed connectors

• Speak directly to the reader. Avoid the third-person

We’re humble visionaries

• Use active voice
• When smaller words work, use them

We’re thoughtful spacemakers

• Keep sentences and paragraphs short. Leaving room to breathe makes content easier to read, reference, and remember

We’re unwavering innovators

• Be direct. Say what you mean, and don’t bury the lead

Writing style

Contractions Contractions help our writing feel friendly and conversational. Use them like you do in everyday speech.

Exclamation points Exclamation points can be effective when used sparingly. But they can also feel unprofessional and over-excited. Use them primarily in response to comments on social media.

Headlines Capitalize only the first letter of headlines. Use a period if the headline is a complete sentence.

Oxford comma To avoid ambiguity, use the Oxford comma before the last item in a list.

Audiences

Our current primary audience is potential tenants and downtown workers. Sometimes we speak to them as a whole, but more often we communicate with them individually.

Our potential tenants include:

• First-floor retail
• Second and third-floor office tenants

Our downtown workers include:

• Current downtown bankers, lawyers, agency and service workers

Name

325 West Main 325 West Main St 325 W. Main 325 W. Main St 325 W Main 325 W Main St

Elevator pitch

The elevator pitch is meant to make a connection. It’s a memorable introduction to 325 West Main — what we do, why we do it, and why it matters. Use the elevator pitch to start a conversation with a potential tenant, partner, or team member.

Primary The best downtown is the one that lasts — the one where people want to stay. 325 West Main will be a community hub for Lexington’s downtown.The familiar block will be a bridge between the game and heading home, the pause between workday meetings, the convenient stop first thing in the morning for the necessities. 325 West Main will help downtown Lexington become where people want to be.

Tenant-facing 325 West Main will be a community hub — a thoughtful and familiar space to connect, to create, to enjoy our downtown. We want to partner with intentional retail and office tenants who are seeking a home base with the community in mind. With a focus on investing in your success, we will amplify your story and help you be part of a downtown Lexington that lasts.

Headlines

A headline starts a conversation. But a good headline doesn’t finish one. Use these on the website and in print to get a reader’s attention and encourage them to read or learn more

Before, during, and after work

Come on in, the parking’s fine

No carousel, but we have coffee

Helping downtown last

Start your daily routine here

Headline series 1

The downtown for more than lawyers

The downtown for more than bankers

The downtown for more than the game

The downtown for more than the workday

The downtown for more than the parade

The downtown for more than the concert

The downtown for everyone

Headline series 2

We’re open for downtown workers

We’re open for moms

We’re open for game-goers

We’re open for ticketholders

We’re open for coffee breaks

We’re open for meetings over drinks

We’re open for dinner pick-up