Adjectival wants verbal craftsmanship to be as valued, admired and pervasive as great design. Think Eero Aarnio's Ball Chair, the Rubik's Cube, an iconic movie poster, or a Chemex coffeemaker.
Extraordinary and thoughtful objects fill up our ordinary world, and we believe extraordinary thoughtfulness, care, and love of detail should go into the ordinary functional language that surrounds us.
As a professional content and editing service, we provide culturally informed, quality writing for practical uses. Emphasis: practical. Award-winning design objects are great for inspiration, but we're not re-inventing the wheel. Our job is to make sure your "vehicle" runs smoothly, to take care of the ordinary with the same artisan skill as a gifted mechanic, a clothing designer, engineer or chef.
Adjectival will help anyone with anything, if the anything has words in it. Shops and restaurants, arts organization, municipal groups, small businesses, software designers, academics, creatives, best men and maids of honor planning speeches. Anyone who needs comprehensive editing or quick advice is welcome. Because we're a lean operation, we're versatile.
What's good writing when glass screens replace paper? Words live inside a holistic digital world of typefaces, font sizes, weights, colors, images, and spatial layouts that are viewed (scrolled through!) on large screens and small. To "read" well, web copy needs to harmonize with every element of its medium.
We know when words should underplay, complement, punctuate, or strut across the stage and roar. Once you have your readers' interest? Keep it.
Organizations fall into common traps: they keep important knowledge stuck inside brains, they let organizational memory decay, and they complicate training by having seven different people tell seven versions of the same story. A standardized record of procedures and expectations saves headaches by saving what's important for posterity.
The right facts at the right time work wonders, and we can convey them with art. For communicating key developments, the style matters. Relevant information is framed by past, present and future so that media outlets can recognize its importance on sight.
Too much enthusiasm and too many reminders are exhausting, but too little or too few will waste a strong subscriber base. Messaging with the right tone, at the right pace, maintains your relationships and create good feelings.
Grants offer a powerful opportunity for an organization to take stock of its mission, restate its principles, and map out a great project. Fitting the tiny details neatly into a big vision is what maintains the energy of a proposal from beginning to end.
Technical documentation, blog posts, social media, ghostwriting, white papers, podcast scripts? Poetic odes to vanished youth, heartwrenching novels of 19th-century romantic passion, haiku to read at your Super Bowl party? Ask!
Any stage of writing or editing can loop back into another, but developmental editing is where revision gets started. Arguments, ideas, stories, examples get explored, challenged, and pushed to their limits so that the strong "stuff" of a project is ready for the next phase.
As raw material begin to find a shape, the sleeves roll all the way up! With parts in hand, we're engineers assembling your ideas into a prototype, taking apart and putting back together until it all "just works."
When all the initial construction is done, the review of individual sentences is no superficial thing. Rhythm, balance and flow are delicate. They require the "micro-brushed" interlocking of words, sentences, and ideas with atomic precision.
Proofreading is the easiest and most difficult work. Easiest because the text will be structurally finished, already polished, and enjoyable to read, but most difficult because those same traits make it too easy to skim right past small errors. If you're ready to drive your new car off the lot, let us detail it first: we can fix the the little chips and blemishes you didn't even see.
