The look,
the voice, the rules.
Everything that makes Assembly Strategies feel like Assembly Strategies: one disciplined red, bold editorial type, a confident voice, and a clean white canvas. Use this as the reference for anything that carries the name.
The mark.
The logo is the signature. Give it room to breathe, keep clear space around it equal to the height of the "A," and never stretch, recolor, or add effects. Use the dark logo on light backgrounds and the light logo on dark.
Do
Keep clear space around the mark.
Use the supplied dark or light version for contrast.
Scale it proportionally.
Don't
Recolor, outline, or add shadows.
Stretch, squish, or rotate it.
Place the dark logo on a busy or dark background.
One red. Used with discipline.
The brand runs on a white canvas, near-black ink, and a single, decisive red. Red is the accent, not the wallpaper: use it for emphasis, calls to action, and key moments, never as a default fill. Navy and warm paper are quiet supporting tones.
Bold up top. Clean underneath.
Headlines hit hard in heavy, condensed type. Body copy stays clean and readable. Labels and stats use mechanical, all-caps detailing. Four typefaces, each with one job.
Coast to coast.
Every race is different, so every plan is different. We pair real research with creative that cuts through, then we execute relentlessly, in-house, end to end. No outsourcing your win. No excuses. Just work that speaks for itself.
Confident. Plainspoken. Built to win.
We sound like the best operative in the room: sharp, direct, and sure of ourselves without the spin. Short sentences. Strong verbs. We lead with the result and let the work do the bragging.
Bold, not boastful
Make the strong claim, then back it with proof.
Plain and direct
Say it straight. Cut the jargon and the hedging.
Results first
Lead with the win, the margin, the outcome.
Active and tight
Strong verbs, short sentences, no filler.
Sounds like us
"We don't tweak. We transform."
"A full slate sweep in North Carolina, for under $20K."
"Quality work speaks for itself."
Not us
Corporate filler: "leveraging synergies to maximize impact."
Hedging: "we try to help campaigns do their best."
Em-dashes for drama, they read too stiff; use commas.
The building blocks.
The recurring pieces that hold the brand together across the site and beyond.
Coast to coast.
How we frame the portfolio.
The work is the proof, so we present it with intent. Websites sit in clean browser frames with breathing room at the top. Before/after rebuilds use a drag-to-compare slider. Mailers flip front to back and zoom. Digital ads live in true-to-platform frames, Facebook posts and a full-width video player with channel tags. An interactive map turns wins into a story you can click through, state by state.