ArchiPro's Editorial & Copy Style Guide

What’s a style guide? 

A style guide is the playbook for how we use language across our markets; covering grammar, punctuation, syntax, spelling, and units of measurement. Because we publish into different regions, we tailor these mechanics to match local conventions so our content reads naturally to each audience.

We use UK English on our New Zealand and Australia sites, and US English across the Americas. That means realise (not realize) and colour (not color) for ANZ readers, with the reverse for our US audience.

We also follow the measurement system local readers expect: metric (cm, m, kg) for New Zealand and Australia, and imperial (inches, feet, pounds) for the Americas.

EDMs, Advertorial, Editorial & SEO articles

When writing copy for EDMs advertorial and editorial pieces, we speak from ArchiPro’s point of view and never the client’s. This means we don’t talk about “our” products or “our” project. 

We also avoid superlatives. This means we never say a product or design is the “best”, the “least” or the “greatest”. The reason for this is that we maintain a fair platform for all of our suppliers and professionals and ensure there are no statements that directly privilege one over another. 

In all our articles, we avoid capitalising headings and sub-headings (apart from the first letter). However we do capitalise the name of a product (but not the product type).

For example, 

Bold and beautiful: large format Kantura tiles. 

(Kantura is the product name, tiles is the product type.)

Use of Trademarks and Registered Symbols

ArchiPro's copy is clean, modern and consistent across all of our written material, whether editorial or advertorial. To ensure our copy is cohesive and maintains a contemporary and editorial feel, we do not include trademarks or registered symbols (™ or Ⓡ signs) in headers, sub-heads or body copy.

To ensure there are no legal ramifications for our clients, if a trademark product or brand is mentioned in the copy, we provide a legal disclaimer at the bottom of the article. 

For your ArchiPro profile, you may use trademarks or registered symbols in both the title and product description - this only applies to copy and editorial written by the ArchiPro editorial team. 

For example:
Disclaimer: Flexiwood™ and Flexiclad™ are registered trademarks of Flexi Claddings Limited.

Other basic rules:

• We capitalise professionals’ job titles
• We don’t use ampersands (&) in advertorial or editorial (we do in marketing and internal material)
• New Zealand is spelled in full (not always in marketing material)
• One to nine are spelled in full, 10 and above are numerical
• % is written per cent (two words)
• We don’t use product names, company names or brand names repeatedly. 

Social Media

Our social media channels are an important opportunity to connect with our audience, show who we are and build our brand. Therefore, using our unique tone of voice is very important in this space. 

In terms of style, we stick with the advertorial/editorial style, and we don’t use exclamation points or emojis. 

We don’t illustrate the images with overly long descriptions, but instead attempt to tease the viewer with the text and encourage them to answer the CTA to find out more. 

Updated: 15th May 2026