Experiential Message Architecture (EMA)
ADSS Creative Studio:
Most messaging focuses on
what you say.
EMA focuses on
how people experience
what you say.
Using visual structure, rhythm,
and emphasis
drawn from a cappella poetry,
I architect brand messaging
for clarity and impact.
The Problem
Your messaging is important—but if people skim, misunderstand, or forget it, it doesn't matter how good the ideas are.
Most copywriting focuses on word choice. EMA goes deeper: it's about how language is structured so people can actually receive it.
By treating text as architecture—using line breaks, white space, and visual rhythm—EMA guides attention and creates clarity that sticks.
How EMA Works
EMA is rooted in a cappella poetry principles, where visual structure on the page guides breath, rhythm, and emphasis. The same techniques that make spoken word poetry experiential can make brand messaging clearer and more impactful.
By using line breaks to create rhythm, white space to guide attention, and visual hierarchy to emphasize meaning, EMA structures language so it doesn't just inform—it lands.
This isn't about dumbing down or oversimplifying. It's about making complex ideas accessible without losing depth.
I’m a drifter. My mind looks like a twister of whispers.
Traditional Fomatting
I’m a drifter.
My mind looks like
a twister
of whispers.
A Cappella Poetry (EMA applied):
Same words. Structured for experience. Line breaks create rhythm, white space creates breath, structure creates emphasis.Who It's For
EMA is ideal for:
Mission-driven organizations with complex ideas that need to be accessible
Startups refining their positioning and core messaging
Creative studios and agencies who value depth and nuance
Nonprofits communicating impact to diverse audiences
Any brand where clarity matters as much as creativity
Packages & Pricing
-
Deep analysis of existing messaging with strategic recommendations for improvement
What's included:
Analysis of 5-7 key materials
Strategic brief identifying friction points and opportunities
Prioritized recommendations
30-minute debrief call
Investment: Starting at $2,000
Timeline: 1 week -
Complete message architecture for 3-5 core pieces (homepage, mission statement, key pages)
What's included:
Formatted messaging structured for clarity and impact
One revision round
Implementation guidance
Delivery in your preferred format
Investment: Starting at $4,000
Timeline: 2-3 weeks -
Full messaging architecture with internal team training and support
What's included:
Complete messaging across all primary touchpoints
Custom formatting guide and templates
Team training session on EMA principles
30 days of post-delivery consultation
Investment: Starting at $8,000
Timeline: 4-6 weeks initial build -
Reduced rates available for 501(c)(3) organizations, grassroots groups, and community-based initiatives with limited budgets. Contact me to discuss eligibility and pricing.
Examples
Youth Development Nonprofit, Philadelphia
Boys & Girls Clubs of Philadelphia enable all young people, especially those who need us most, to reach their full potential as productive, caring, responsible citizens.
BEFORE
AFTER (EMA Applied)
We help young people,
especially those who need us most,
to reach their full potential.
Productive.
Caring.
Responsible.
Citizens ready
to shape their communities.
Example transformation (not a client project): nonprofit mission statement restructured for clarity and impact. EMA applied: line breaks create rhythm, white space emphasizes key ideas, hierarchy shows what matters most.
B2B SaaS Product Positioning
Opal is project management software actually built for marketers – with features that matter to marketers.
Not a one-size-fits-all project tool and not a ticketing system with shoehorned-in marketing features. Finally…marketers have a platform that is truly their own.
BEFORE
AFTER (EMA Applied)
Project management software
built specifically for marketers.
Not adapted from generic tools.
Not a ticketing system
with marketing features bolted on.
Built for you—
features that matter,
workflows that make sense.
Example transformation (not a client project): B2B SAAS defensive positioning transformed into confident clarity through structure and emphasis.
Let's talk about your messaging. Schedule a 30-minute conversation to explore how EMA could work for your organization.