Brand + website
One company. The whole event.
Built in 30 days
The brief
Thirty-three years on the mic. Seventy-six reviews, all five stars. And a brand that said none of it.
Tarcy did not need a new identity, he needed his own one to finally look like the business behind it. So we kept the mark and rebuilt everything around it: charcoal, a confident casino green, and gold used once per page instead of everywhere.
Then we threw out our first draft of the website copy. He read it and said it sounded like marketers. He was right. We rewrote all fourteen pages in his voice, and that rewrite is now the reason his AI content sounds like him.
Who it talks to
- The bride nine months outAlready juggling five vendors. Wants one number to call when something changes.
- The corporate plannerJudged on whether the night runs clean. Needs one invoice and one point of contact.
- The venue that keeps getting let downWants a partner who shows up early and does not need managing.
Everybody else sells a service. Advanced Entertainment sells the absence of coordination: one team for the DJ, the sound, the lighting, the photo booth and the host, so the client gets to attend their own event.
Logo concepts
Every brand gets more than one direction. You pick.
- 01Corporate CasinoThe colour route he picked. Charcoal, green, gold.
- 02Clean ModernThe type route he picked. Sharp and current.
- 03Chrome refinementSame mark he already owned, polished, not replaced.
Visual direction
- Sora sets headlines at 800. Sharp and current, because thirty-three years should not look dated.
- Inter carries body copy. It gets out of the way.
- Jost for buttons, uppercase and tracked, so every call to action looks the same.
- Charcoal is sixty percent, light is thirty, green is ten.
- Gold is the premium spark. Once per page, never for body text.
- The mark was refined, not replaced. Thirty-three years of recognition was not worth throwing away.
Verbal direction
- Plain
- Confident
- Local
- Never salesy
Always
- Say what happens on the night, in order
- Lead with the number of years and the number of reviews
- Talk like the guy who will actually be on the mic
- One promise per page: one team, one quote
Never
- Never write like a marketer. This was the note that got the first draft rejected.
- Never use unforgettable, magical, elevate, or curated experience
- Never bury the price behind a form
- No stock-photo language about making memories
AI voice playbook
His AI voice playbook came straight out of that rewrite. It is the always and never list any AI has to follow before it writes a word as Advanced Entertainment.
- 01The always and never list came out of a full copy audit after the first draft was rejected. It is not theoretical.
- 02Taglines: one company, the whole event. And: we work for smiles.
- 03Write as Tarcy, thirty-three years in, not as the company.
- 04Every page answers one question a client actually asked on a call.
- 05If a sentence could appear on any DJ website in the country, cut it.
- 06Five stars across seventy-six reviews is the proof. Use the number, not the adjective.
What we built
- The existing mark, refined and given real files
- A colour system with rules for where gold is allowed
- Type set for headlines, body and buttons
- Fourteen pages of website copy, rewritten in his voice
- One quote form instead of chasing five vendors
And the words
- Tagline: One company. The whole event.
- A full copy audit after he rejected the first draft
- Fourteen pages rewritten, line by line
Live
Yours next
Your brand guide takes 14 to 30 days. Then we build the website it lives on, and that one is our gift.