We take this approach because we believe everyone should feel empowered to participate in the initiatives, programs, and processes that may impact their lives.
As a part of our efforts to stay updated with the latest Diversity, Equity, Inclusion, and Accessibility (DEIA) best practices, our own Rossana Gonzalez participated in a virtual training session titled “Best Practices for Inclusive Language Communication,” led by Chelsea Lee from the American Psychological Association (APA).
During this training session, Rossana learned more about how inclusive language encourages stakeholder participation, supports an open dialogue, and ensures all audiences are recognized and respected.
The following highlights from this training will help you ensure consistent use of inclusive language:
Embrace an Inclusive Mindset
Adopting an inclusive approach starts with humility and openness. Recognize that everyone brings unique perspectives to the table and avoid assuming your viewpoint is universal—it isn’t.
Remember that intentions matter, but the impact on your audience matters more. Be prepared to learn and adapt as the need for inclusive language grows and evolves.
Avoid Bias
Part of crafting inclusive language is being mindful of bias and biased language—and then seeking how to correct it. These principles will help guide you:
Specificity: Describe people with the appropriate level of detail, focusing on characteristics relevant to your message. For instance, you want to write about a specific age group and gender identity. In this case, it would be appropriate to use language such as “nonbinary teens.”
Respect Labels: Use terms people prefer. Avoid outdated or stigmatizing terms, and consider person-first language (e.g., “person with a disability”) or identity-first language (e.g., “blind person”) based on individual preferences.
Navigate Topics with Sensitivity
When discussing potentially sensitive topics such as age, race, cultural background, ethnicity, religious beliefs, gender, or socioeconomic status, use terms that reflect a person’s dignity without implying or imparting judgment.
For example, write “people experiencing homelessness” rather than “the homeless.” Inclusivity also involves using gender-neutral terms like “firefighter” instead of “fireman.”
Improve Continuously
Pursuing inclusive language is a journey and a commitment that requires seeking diverse resources, consulting reliable sources, and following ongoing conversations via the media and advocacy groups.
To keep informed, explore and interact with a wide variety of stories and experiences. This will help you gather key information and broaden your knowledge of social history and your point of view. Check out films—particularly documentaries—and social media pages focused on self-advocacy to learn more about best practices and the histories of marginalized groups. Watch events like the Paralympics!
Whatever tools you use to advance inclusion, the most important thing is to listen to your audience. This work will always require further refinement, but striving for a deeper understanding is an essential step in creating better inclusion strategies for your outreach and communications projects.
Resources
Explore the APA’s Inclusive Language Guide to learn more about its basic principles, general terms related to equity and power, person-first versus identity-first language, and identity-related terms. Last but not least, consult our blog series for expert tips on Accessibility in Communications!
Highlights from training on Best Practices for Inclusive Language
Avid (adjective) – having or showing a keen interest in or enthusiasm for something. It’s more than just our company’s namesake. Passion for our work and for the things we love is part of our core values. In this recurring series, we’ll share some of the things we’re Avid Fans of with you.
How many times have you shared a silly video, tagged a friend in a meme, or snapped a screenshot of something that made you laugh? Humor builds connections, which is why so many successful marketing campaigns are built around being witty, clever and entertaining.
In this edition of Avid Fans of, we’ll share the ads and campaigns we can’t stop thinking about because they had us laughing out loud!
Victoria Macdonald – Surreal Cereal
I recently came across some ads for a UK cereal company called Surreal. They draw you in with exaggerated claims about their cereal, only to surprise you with a funny twist (check out the fine print!). While my first reaction was a bit of eye-rolling, it also made me want to share it with a friend to see their response. Their playful approach was impossible to ignore.
Plus, they’ve got a few other clever ads that poke fun at the concept of advertising itself. As someone in a creative field, it’s refreshing to see ads that acknowledge the challenges of creative work!
Sarah Cox – Little Caesar’s Horse Guys Run
It doesn’t take much to sell me on pizza, but it does take a lot for me to remember an ad.
I don’t know what happened to Little Caesar’s when they all but disappeared in my youth in the area I lived in, even after this impressive spot, which I remember from 1993 because I was just the right age to appreciate the humor. They’ve always used humor in their marketing…along yelling “pizza” twice.
I didn’t pay much attention to the chain after that, only occasionally eating it because my boyfriend liked it, until 2012, when the best commercial I’ve ever seen aired.
Having conducted intense internet research for the past 30 minutes, I realize this timing was not random! Little Caesar’s has a fascinating history, and in 2012, they launched a new campaign using a new ad firm. The millions they spent were all worth it, because I have never before or since viewed a commercial that made me laugh so hard, I cried.
Sidenote: Join me in falling down this rabbit hole of Little Caesar’s commercial history. You’ll learn about a time when TVs were square, Jimmie “J.J.” Walker made cameos, and only men delivered food
Rossana Gonzalez – Google’s Home Alone (Again)
You could not have prepared me to see Macaulay Culkin reprise his famous role of “Kevin” in the “Home Alone” movies. I recognized the house and music within a split second. The commercial was to promote Google Assistant. Google definitely played on millennial nostalgia.
The commercial was heartwarming to see for many reasons: seeing Macaulay, who had been through some rough times, look healthy was a major endorphin. The commercial also brought back the classic “Home Alone” symphony, and the famous (huge) home where he added traps for the burglars.
Home Alone grossed about $476.7 million in revenue and is noted as one of the most famous holiday movies of all time. This was a great choice for Google, and cleverly integrated both their Google Assistant product, with the fun and memorable experience of seeing Kevin again. I remember after the commercial came out, I even had conversations with friends and family members that saw it as well.
Carolee Doughty – Nip them in the Butt!
While traveling in South Africa in 2021, I noticed this poster on the wall in the Cape Town Airport, which is an advertisement for an herbal hemorrhoid cream. I laughed because I was shocked at how direct and blatant the advertisement was. In fact, without the surrounding text, one would be able to know the purpose of the product.
The ad is quite clever as the creator used the literal meaning with the play on words (butt instead of bud). Additionally, there’s no discretion with the photo of the person that is experiencing hemorrhoids, whereas, if I were to design an advertisement for any GI disorder that would be in a public space, I would automatically use caution with images and words since hemorrhoids are not only physically painful, but likely embarrassing to share this information with others.
Stephanie Mace – Coors Light “Hits the Spot”
I’ve judged a lot of ads – whether that was as a consumer, as a marketing student or best marketing campaigns judge for the Stevie Awards. I really loved stumbling across this marketing case study on my Instagram feed. It’s a great example of simple reactive marketing that could be one of the most profitable viral campaigns of 2024:
Melissa Gomez – Doritos Finger Cleaner
Doritos lives up to its tagline “For the bold” by producing some of the funniest and most controversial commercials I’ve ever seen. It is no surprise that during the Super Bowl, a time when brands splurge in making unforgettable commercials, Doritos aired the “Finger cleaner,” making me and thousands of other viewers laugh, wonder, and outright say “EW”!
The gross factor actually makes this piece stick in your mind, as research indicates that disgust is a highly memorable emotion.
Aside from the unexpected ending, this commercial is effective because it combines key elements of storytelling such as interesting characters, a mystery, and a comical resolution sprinkled with a note of reality. Don’t we all lick our fingers when eating Doritos?!
Susan Hernandez – “The Truth”
I remember being 14 years old when this Kia commercial came out. I loved the music choice, the flying cars and just thought having Laurence Fishburne as an opera singer was so funny.
More than three million brave members of the military are trained to work together as a part of a unit to accomplish daily tasks and support one another in combat. But what happens when you transition from being an active service member to a Veteran? Where do 200,000 transitioning service members get support to help adapt to civilian life every year?
The Department of Veterans Affairs (VA)’s vision is “to provide veterans the world-class benefits and services they have earned — and to do so by adhering to the highest standards of compassion, commitment, excellence, professionalism, integrity, accountability, and stewardship.” One of the first lessons I learned when I supported the VA is that every single person working for the agency is dedicated to fulfilling President Lincoln’s promise.
Every year, VA staff and contractors work with Veterans around the country to identify new ways to support them and roll out innovative programs to cater to their unique needs. In a more personal connection, I learned about the recent launch of the Whole Health System in the North Florida/South Georgia region through one of our service-disabled, veteran-owned small business (SDVOSB) partners at Rigaud Global Company (RGC). Founders Raphael and Dawn leveraged their family’s military experience to further enhance the ongoing Whole Health initiative at VA North Florida.
Video from the Veterans Health Administration about the Whole Health approach.
Imagine becoming aware that you now have control over your own health plan. Your plan can be personalized and offer new options you may have never considered to help improve your quality of life. Those options may include yoga, acupuncture, meditation, or discussing goals with a coach. “Center of Your Own Care” is a new term to many of us, but it has the capability to provide our Veterans with the team they need and re-invent the way we approach healthcare.
To all of our Veterans, we recognize your bravery and thank you for your service! The Avid Core team supports you and we hope you’ll share your #LiveWholeHealth stories with us. We would especially like to thank Raphael and Dawn Rigaud for educating us about their meaningful work and allowing us to help amplify it!
A style guide is a quick reference tool that ensures your brand shines through every time you communicate. It keeps messaging and visuals aligned with your brand so audiences instantly recognize and, hopefully, trust your product or service.
So, when do you need it? Now! Your style guide is essential to your market position and, even if you’re your only staffer, it’ll be the guiding star as you begin to map your communications and marketing strategy.
Creating a brand and sticking to it is an essential part of establishing your value proposition (the specific benefit you’re offering) but it shouldn’t be intimidating.
Use the checklist below to start pulling together the top 10 things you need to establish your branding style guide.
1. Mission
What is it? Your mission is a clear, concise statement explaining why your company or organization exists—it should spark a fire in your heart but be understood by audiences who have no idea who you are.
How do you start? Write about your purpose, who you serve, what you want to accomplish, and how you’ll get it done. Describe what you are offering and connect it to your goals and values.
Expert Tip: Keep it short. If a phrase is less important than the other(s), cut it! Chop-chop.
2. Vision
What is it? Your vision is an aspirational statement that describes your company or organization’s desired impact in the future.
How do you start? Think about what you want to achieve in the long term—even if it’s decades away. What kind of impact are you trying to have on your audience and the world? Why?
Expert Tip: There’s no such thing as being too optimistic. How does your vision help build an ideal world? Embrace your brand’s unconventional side!
3. Values
What are they? Values are the core beliefs that guide your internal culture and influence how your work or your offerings are perceived by audiences.
How do you start? Reflect on what your company or organization stands for and what you want it to stand for. What environment do you want to create? How do these values impact your staff, audience, the community, and the marketplace?
Expert Tip: Personal and audience-driven values can play a big role in determining business or organizational values. Start there!
4. Personality Traits
What are they? Your brand’s “personality traits” are characteristics you want readily attributed to your company and its name.
How do you start? Imagine your company is a person. What’s their vibe and why would your audience be eager to meet them?
Expert Tip: Here’s a good place to check in to make sure you understand your audiences’ traits, as well. They can match, like assuring to assured, or they can fit together like two puzzle pieces, like assuring to distrusting.
5. Voice
What is it? The brand voice is a zoomed-out representation of your perspective and values—and needs to resonate with your target audience(s).
How do you start? Ask yourself how someone with your brand’s personality traits speaks. What words, phrases, and style would they use? How would these shift in different situations?
Expert Tip: To begin, make a short list of adjectives that describe your voice, like confident, dedicated, or playful. Create messaging that exudes these descriptions. We’re confident you can do it!
6. Tone
What is it? Tone drills down on voice, taking into account the specific audience and the platform.
How do you start? Think about how your brand voice would deliver a message to a particular friend. What tone would it strike to convince this friend to act?
Expert Tip: Check out your favorite brands on social media, but no doomscrolling! Pause to note how they stay on brand but alter tone and messaging to fit the platform—and the audience that uses that platform.
7. Logo
What is it? A logo is a symbol that represents your company and serves as the key visual for the entire brand.
How do you start? Logos should be simple and memorable—but can take time to develop. To begin, make a short list of adjectives describing your future logo, like sleek, luxurious, or laid-back. These words should connect to your company or organization’s mission, vision, and values.
Expert Tip: Have your logo options designed in black and white, so your decisions are influenced by shape, style, and font rather than color. Just because purple is your favorite, doesn’t mean it’s a good fit!
8. Color Palette
What is it? A set of colors that should be used on all brand collateral—from your logo to social media, to swag, and anything else visual your company or organization produces. Usually, brands include a main palette with 1–3 colors that are always used and a secondary palette that offers a few more colors for variety and additional visual coding.
How do you start? Much like logo development, a good place to start is with adjectives associated with your company or organization’s mission, vision, and values. Think about what colors represent those adjectives to your target audience.
Expert Tip: To ensure your brand colors are consistent, browse Pantone’s color systems and select Pantone Matching System (PMS) colors. Have your designer break these down into CMYK for print design and RGB and hex code for digital design.
9. Typography
What is it? The way letters are styled and arranged across written and visual materials. To define your brand’s typography set, choose 1–2 fonts and various weights and sizes that create a hierarchy of headings and body text.
How do you start? Like colors, fonts communicate feelings based on style and their cultural history. Explore fonts that build on your brand voice, using the same adjective trick you used for your logo design.
Expert Tip: Some fonts are better than others! Before making a font decision, check to make sure it offers a variety of weights and styles, glyphs, and symbols. It should be accessible—designed for easy reading for people with visual impairments.
10. Imagery/Iconography
What is it? This combination of coordinated photos, illustrations, icons, and other visuals works to express both subject matter and brand.
How do you start? Create a physical or digital mood board that includes your logo, colors, and fonts. Search and pull out images and other visual elements that support your brand voice.
Expert Tip: Generally, aim for a consistent look so that all your visuals appear as if they are coming from one unique voice. Save any unexpected visuals for very special occasions!
Did you write all that down? Great! Now you have your style guide. If you’re stuck or the process seems daunting, remember there’s always room for change. The most important part of your brand is that it resonates with audiences. It may take time, testing, and a few adjustments before you perfect it.
There’s lots of flexibility in this process and sometimes the best results come from instinct, experiments, and accidents. Be open, have fun, and when these 10 elements finally come together, your brand will easily impact the right people and get you results!
I’ve loved comics since second grade. I fell in love with some of comics’ greatest heroes— Spiderman, Batman, and Superman—through their movies and animated shows, and with time I grew to love other characters, like the working-class magus John Constantine from the Hellblazer series and Green Lantern villain Sinestro.
In comics, there are tons of characters to explore—a vast variety of powers, personalities, origins, and countless other traits that make them both awesome and relatable. But it’s taken some time for the world of mainstream superheroes to adequately reflect our changing times and the diversity inherent in our daily world.
One of Marvel Comics’ oldest superheroes, Black Panther, is now a household name thanks in part to the success of the Marvel Cinematic Universe. The industry standout Spiderman: Into the Spiderverse helped make Miles Morales just as popular—or maybe even more so—than Peter Parker, Marvel’s first Spiderman.
One of DC’s most popular occult characters—the abovementioned John Constantine—is canonically bisexual and, in his long-running horror series published by DC Comics’ offshoot Vertigo, helped explore serious contemporary political and cultural problems, like Margaret Thatcher’s far-right conservatism in the United Kingdom and anti-gay fearmongering during the AIDS crisis.
With new writers and creators, new characters—or new takes on existing ones—and with an eye on the importance of inclusion and diversity in comics, there is an ever-growing world to explore—a world made all the richer by its ability to echo real people of all backgrounds, cultures, and identities.
Despite the vast amount of time I spend with comic book characters, it recently dawned on me that I didn’t know of any who shared a particular trait with me—were there any heroes with dyslexia around, perhaps rubbing shoulders with the likes of Batman or Wolverine?
While the precise causes of dyslexia are still unknown, researchers have established that, in general, dyslexia is the “result of individual differences in areas of the brain that process language” (Mayo Clinic). According to the International Dyslexia Association, “anatomical and brain imagery studies show differences in the way the brain of a person with dyslexia develops and functions,” compared to the brain of someone without dyslexia.
As research into the human mind continues, we are likely to find out more about dyslexia, but, for now, it can best be summarized as a neurodivergent learning difference, primarily affecting a person’s ability to read and say words out loud.
Not everyone with dyslexia experiences it the same way, or to the same degree. Additionally, dyslexia is far more common than some might think: “perhaps as many as 15–20 percent of the [U.S.] population as a whole…have some of the symptoms of dyslexia” (Dyslexia Association).
Takeshi “Taki” Matsuya, a young Marvel Comics mutant who can control technology with his mind. (Image source: Marvel Comics.)
Cassandra Cain was the first Batgirl in DC continuity to have her own comic book series. (Image source: DC Comics.)
Recently, I started to look online for comic book characters that had similar symptoms and experiences. A little bit of research led me to Marvel’s Takeshi “Taki” Matsuya—a mutant hero with the ability to psionically control machines—and DC’s Cassandra Cain—the fourth character to adopt the mantle of Batgirl.
Taki and Cassandra are some of the few American comic book superheroes of East Asian descent, but they also seem to be the only two with dyslexia. The symptoms and types of their dyslexia are vague.
Taki has “trouble reading” but is a “boy genius,” while Cassandra has been diagnosed with the oddly labeled “extreme dyslexia.” This seems like a huge missed opportunity to both reflect dyslexia in a more realistic way and to some extent discuss the nuances of this learning difference.
Dyslexia can be layered and individual symptoms vary greatly, but there are five established, distinct processing differences that can help us understand what’s going on in a person’s mind:
Phonological Dyslexia: This kind of dyslexia is the most common, according to NeuroHealth Arlington Heights, and deals with “difficulties in matching sounds to symbols and breaking down the sounds of language.”
Symptoms of phonological dyslexia can include difficulty learning sounds made by letters and letter combinations, sounding out new words, recognizing familiar words in new contexts, and slow reading.
Rapid Naming Dyslexia: Individuals with rapid naming dyslexia have difficulty “quickly naming things such as numbers, letters, and colors on sight,” according to the Learning Lab. This condition is also known as rapid naming deficit and can be present in people who don’t have dyslexia.
People with rapid naming dyslexia may take longer to name numbers, letters, or colors in a row, “which could be related to processing speed” (the time it takes for a person to do a mental task).
Double Deficit Dyslexia: People with double deficit dyslexia have difficulty with both “naming speed and identifying the sounds in words” – a combination of both phonological and rapid naming dyslexia. This kind of dyslexia can materialize through a slower naming speed rate when asked to recall words, as well as weak phonological awareness.
Surface Dyslexia: Surface dyslexia is marked by the difficulty to say words that are not voiced out, or read, the way they are spelled. According to the American Psychological Association, surface dyslexia is also reflected by difficulty “in recognizing whole words and…an overreliance on sounding out words each time they are encountered.”
Symptoms of surface dyslexia include difficulty with spelling, reading words that don’t sound the way they are spelled, and difficulty reading new words by sight.
Visual Dyslexia: Affected by visual processing, this type of dyslexia makes it so that an individual’s brain doesn’t receive the complete picture of what the eyes see. According to NeuroHealth Arlington Heights, “visual dyslexia will affect the ability to learn how to spell or form letters because both require the brain to remember the correct letter sequence or shape.”
Symptoms of visual dyslexia include blurry text, text going in and out of focus, difficulty tracking across lines of text, and difficulty keeping one’s place on a page of text. People with visual dyslexia may also be affected by headaches or eyestrain.
I’m a person with dyslexia, and as a communications professional, my symptoms are top of mind. Growing up in Ukraine, I spoke Russian until about the age of 7, when I had to move to Virginia and, consequently, learn English.
I never had too much trouble with reading or writing—in fact, English and literature have always been some of my favorite subjects in school—but as I started to notice my dyslexia, I understood that some of my occasional problems with reading—such as keeping track of where I am on a line of text—were in fact related to this learning difference.
In time, it dawned on me, too, that my persistent difficulties in math classes from middle school to college were caused in part by my dyslexia—it has always been difficult for me to mentally keep track of numbers or to quickly grasp the relationships between sets of numbers.
Thinking back, the only math class I wasn’t terribly uncomfortable in was geometry, and that’s probably because—as a visual learner—the various numbers (that in my mind still feel arbitrary and nebulous) were more or less grounded with the help of shapes and pictures.
Frankly, it would have been helpful to see these issues back then with the knowledge and experience I have now, but it’s also true that “it’s better late than never.” At least now, I am better equipped to understand and respond to my own learning challenges and needs, which is really a lifelong skill to practice.
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It continues to be our job, as responsible content creators, to acknowledge dyslexia, among other challenges and needs, and ensure that our work responds to those with this learning difference.
Ensuring that one’s online content complies with digital accessibility best practices is more than just a legal requirement—it helps reach a wider audience and works to engage everyone in the conversation.
There are many small steps you can take to make a website more accessible, such as creating alternative (or alt) text, making sure that each page has strong color contrast for visually impaired users, and grouping information in a way that makes the overall presentation easier to follow.
Below are some ideas from the Bureau of Internet Accessibility to help you get started on making your content more accessible for users with dyslexia:
Font choice: Creators can make their text more legible by “choosing a common, basic font.” Sans serif fonts—like the clean, iconic font Helvetica—are “considered better for accessibility, since they can be displayed on smaller screens without crowding letters together.” Lucida Sans, Verdana, Arial, and Tahoma are good choices, too, and some fonts have been specifically created for people with dyslexia, like Read Regular, Lexie Readable, and Tiresias.
Break down paragraphs: In addition to the fonts you choose, it’s just as important—or even more so—to “break up paragraphs into smaller ‘chunks’ of content,” maintaining a consistent appearance throughout.
Be mindful of your images: It’s generally good to avoid images that have text in them. The Bureau of Internet Accessibility notes that “some users may zoom in on content to improve readability, and pictures of text may not scale appropriately.” However, this doesn’t mean you should be shy when it comes to using visuals—just mindful.
A multimedia presentation, using graphs, photos, and even videos, can “provide people with another way to understand your message without reading through every line of text.”
In this ever-changing digital landscape, these methods—and many others—are something all content creators should strive for.
People with dyslexia should feel invited to contribute their thoughts and skills to society. After all, our strengths, among many, are creativity, analysis, and problem-solving.
Through activism, instant communication, and the internet, the world keeps getting bigger—which is a good thing. Maybe with time, there will be more superheroes with dyslexia for people to connect with at their local comic book stores.
As I reflect on my internship at Avid Core, I can confidently say it was a journey filled with discovery and growth. From the very first interview, I knew there was something different about Avid Core. They weren’t just looking for standard answers; they valued creativity and adaptability. They asked insightful questions, made me feel heard, and showed a genuine interest in understanding how I could best contribute to their team.
I left the interview feeling incredibly excited, and this set the tone for what would become a truly enriching experience.
My internship was dynamic and engaging. I was able to contribute to a wide range of projects, from developing communication strategies to designing graphics and supporting public engagement events. One of the most rewarding aspects was seeing my work used in the real world. There’s nothing quite like seeing a design you helped create posted on social media or featured in an online magazine.
However, this excitement was accompanied by moments of self-doubt. I sometimes questioned whether I was good enough and struggled with the self-imposed pressure to deliver “perfect” work. As someone who has often struggled with anxiety, I worried about not being able to overcome the fears holding me back. I knew I had something to offer, I just needed a chance to prove it.
Avid Core gave me that chance. They believed in the value I could bring to the team and encouraged me to step out of my comfort zone and tap into my potential. Several instances come to mind: delivering my first client-facing presentation, crafting media advisories and press emails, or assisting with a high-profile conference. These experiences pushed me to grow in ways I hadn’t anticipated.
I also learned to accept that mistakes are part of the process. Acknowledging them and learning from them helps us grow stronger and discover better ways forward.
My internship at Avid Core was incredibly transformative. It allowed me to dive into a diverse array of projects, overcome challenges, and grow professionally. A key part of this came from one-on-one meetings with different team members, where I was able to learn about their backgrounds and the projects they support. There’s so much to learn from others’ experiences, and these interactions greatly enriched my understanding of the communications field and my aspirations going forward.
As my days as an intern come to an end, I’m thrilled to continue with Avid Core as a Communications Specialist. I can’t wait to build on the experiences I’ve had, take on new responsibilities, and contribute to the team’s ongoing success.
Avid Core is delighted to accept the award for Best Government Contractor in Prince William County for the fourth consecutive year! It’s truly an extraordinary honor to have been recognized with this award in 2021, 2022, 2023 and now 2024. We couldn’t be more thrilled!
Prince William County holds a special place in our hearts, particularly for our Partner and Chief Operating Officer, Virginia Quiambao Arroyo, who has called it home for over 30 years. This makes this honor even more special to us, and we’re grateful for the opportunity to continue integrating the needs of our community into everything we do.
As we celebrate this achievement, we want to extend a heartfelt thank you to everyone who has been a part of our journey – our exceptional staff, loyal clients, supportive friends, loving family, and everyone who took the time to cast their vote. Your belief in us fuels our passion and inspires us to strive for excellence.
Looking ahead, we’re committed to keep making a positive impact in Prince William County and beyond. Thank you once again for this incredible honor, and we look forward to continuing this journey together.
Avid (adjective) – having or showing a keen interest in or enthusiasm for something. It’s more than just our company’s namesake. Passion for our work and for the things we love is part of our core values. In this recurring series, we’ll share some of the things we’re Avid Fans of with you.
The Perseid meteor shower, known for its breathtaking display of shooting stars, will light up the sky again this summer, starting in mid-July and peaking on the night of August 12th. As the days draw nearer to this annual event, we’re reminded of the vast wonders of our universe, from the fleeting glimpse of a comet to the awe-inspiring sight of an eclipse and the mesmerizing dance of the northern lights.
In this edition of Avid Fans of, we’ll share our favorite memories of looking up at the sky and what astronomical events have fascinated us the most.
Victoria Macdonald – A shooting star at the beach
It was during a trip to the beach. My sister and I had just graduated high school, and my dad and stepmom planned a weekend trip for us to celebrate. They also wanted us to have some important discussions about college, which I was nervous about. We all went down to the beach that night to talk, and as we were lying on the sand, talking about the future, there was a flash of light before our eyes. A shooting star! It was there and gone in an instant, but it was breathtaking. The way that tiny ball of light streaked across the sky filled me with excitement, and I realized that the future, though filled with uncertainties, also held the promise of limitless opportunity.
Photo of Victoria and her family’s shadows on the beach earlier that day.
Rossana Gonzalez – The sunset in Indonesia and the Northern Lights in Iceland!
Thinking about my favorite things in the sky, I definitely have two moments that stick out. I can’t even put one above the other because I still think about both pretty equally:
I am a sucker for a nice scenic view. When I travel, I love both nature and skyline views, just as long as I have a good view. I took a trip to Bali with a group of friends in 2019, and one of the highlights was seeing the sunset on one of the days. That day, we went to a restaurant by the water and the sun was setting right as we were wrapping up dinner. The sunset was so beautiful that it made me emotional. A lot of us at the restaurant had to get up and record it. I watched someone recording it in a time-lapse style. It was pink, orange, white, and had hints of baby blue. Cameras did not do it justice. I have not seen one as beautiful ever since.
The second view that left me out of words was seeing the Northern Lights (aurora borealis). I was on a flight to France that made a stop in Iceland. While approaching Iceland, I could see the volcanoes from my window and was having a great time just seeing that. Then, the flight attendant announced that the Northern Lights were visible from the left-hand side of the plane. I could not believe it. I have a friend who has been chasing the Northern Lights in different countries for years and has been unable to see them. I was on the right-hand side of the plane and was worried that I wouldn’t get to see it.
Fortunately, there were a lot of selfless people on the plane who allowed others to take their seat for a few minutes to be able to get a view. That is when I got to see the Northern Lights. It felt like it was magic. Both views evoked an emotion in me that I couldn’t explain and would not be able to fully explain now. Both times, I felt a sense of peace. You sometimes forget you are a little speck in the universe. It was my reminder to slow down, take a breather, look up, and be grateful.
Photo of a sunset in Indonesia and the Northern Lights in Iceland.
Albert Johns – Unidentified Aerial Phenomena
The warm air was still. The mood was light. We had just enjoyed an evening at my brother’s house in Ashburn and we were getting ready to leave until we looked up at the sky. With nervous excitement, we all pointed to the sky. To our amazement, we saw bright lights hovering and circling the area. Did we all just witness an Unidentified Aerial Phenomena (UAP)? The UAP did not make a sound and it appeared to hover, changing direction, emitting blinding lights. We ran up and down the street trying to keep eyes on what appeared to be a life-changing event. In June 2013 a solar-powered plane, Solar Impulse, successfully flew across the US and landed at Dulles International Airport. We were bummed.
Photo of the ultra-light Solar Impulse plane. Photograph by Matt York/AP.
Stephanie Mace – The Last Space Shuttle Launch STS-135
I left the Kennedy Space Center 13 years ago with an adrenaline hangover and concern that we would never see such an incredible sight again. I had witnessed something that shook me to the core. The smartest & bravest launched a courageous team of astronauts into space. I was extremely fortunate to be a “Tweep” at the STS-135 shuttle launch on July 8, 2011. The bright flame, plume of smoke, the sounds, the vibrations, sense of hope, the smells and overwhelming rush of emotions are memories I will hold onto forever.
Stephanie’s photo of the launch of STS-135 on July 8, 2011.
Amanda Roberts – Partial Solar Eclipse
I wasn’t in the path of the total solar eclipse this April, but it was still cool to be able to experience the eeriness of my neighborhood as the sun was partially covered and the appearance of an early dusk set in. Avid Core offered an hour off for staff to enjoy the phenomenon. I took advantage of the hour and walked with my son around the neighborhood glancing up at the sky every now and then.
Partial solar eclipse in Virginia. Photography by Danika Barone, 13News Now.
Alex Russell – Finding Perspective in the Cosmos
As much as I love the concept of UFOs and do, in fact, believe in extraterrestrial life, from microbes to intelligent beings, I have unfortunately never experienced a UFO sighting. However, there have been times, out in my yard late at night, when the stars seemed so vast and clear–Orion’s Belt there, Ursa Major there–that I couldn’t help but feel a sense of wonder and peace.
The knowledge that the light from these distant, distant stars (and reflected off certain planets) takes an extensive amount of time to travel through space and reach my eyes makes me pause and consider relativity, both as an aspect of “hard” science but also as a theme in daily life. The stars I’m seeing at night are not the same stars emitting that light; if those stars could see me somehow, they’d be seeing a version of myself that, according to my immediate experience, no longer exists.
In this sense, physical relativity as it applies to time and space also applies to our lives and the various little changes and challenges that we experience all the time. One day everything is fine, the next everything is falling apart, or, by way of another example, a uniquely terrible period in your life may feel never-ending. I think it can be important and even beneficial to take this concept of relativity and apply it on a day-by-day basis, or even hour-by-hour.
Things change all the time. The you from this morning will not be the same you later that day–and that’s okay. (Biologically, all our cells are regenerated on a recurring basis; physically, the “you” that you are today will not be the same “you” in, say, 50 years.) This constant change invites all kinds of experiences, good and bad, as well as different realizations; reflecting on this dynamic can also help ground you to the present moment.
Somewhere in there, in that overabundant nighttime visage of stellar lights, or in the often-times exasperating storm of life and responsibilities, there is the knowledge that “all things must pass.” On the other side of that sacred, ancient knowledge is something akin to hope.
The globular cluster, NGC 2298. NASA.
Alexander Watts – Inspiring Constellations
My wife loves Greek and Roman mythology. As such, she also loves identifying constellations on clear summer nights. I, a philistine at heart, get frustrated as she points out a string of stars and knowingly identifies it as if it were common knowledge. After a few minutes, I dig into my Simpsons references and identify the Chariot Race:
The only person who gets my reference is my daughter who I indoctrinated early in life.
However, I relented and began reading Greek mythology and finally appreciate the link between the night sky and humanity. The same constellations we witness inspired cultures thousands of years ago to invent stories told today. One of my favorite books I read in the last year, Circe by Madelline Miller, is a retelling of Greek myths and is a masterclass on human nature and motivation.
Photo from an episode of the Simpsons (Season 6 Episode E14: Bart’s Comet). Skinner shows Bart the constellations.
One year went by and I was still struggling to find an internship. The quest to land a professional opportunity in the communications field as an international student tested my nerves and shook my confidence deeply. Up to this point, leaving my home, entering a shark cage without knowing how to swim, and jumping out of a plane had been easier endeavors compared to navigating the job search in the U.S. Little did I know that this part of the process was just another reminder to persevere and continue believing in myself.
My intentional approach to pursuing companies that aligned with my values led me to Avid Core, a place that embraced my background and perspective. Here, I was not only given a chance to practice my skills but the freedom and support to explore new ones while regaining certainty in my strengths with every project I participated in. Getting my internship extended for a second term was one of the most assuring moments of my academic journey; I discovered that listening actively, researching eagerly, and collaborating enthusiastically could really benefit the team.
Members of the Avid Core team celebrate at The Wharf (December 2023).
Looking back at this experience, I’m thankful to have supported communications, public outreach, social media, and marketing solutions for a variety of local, regional, state, and federal clients while learning valuable lessons from a committed group of individuals. Whether it was crafting written and audiovisual content for community planning, manufacturing consulting, or period-positive messaging, the premise of considering the voices involved and keeping your audience at the center of an open and accessible conversation, remained.
Naturally in this learning process, there were moments in which approaching a new assignment or tool proved challenging to me and I was hard on myself for not delivering things fast or accurately enough — (hello, anxiety, my old friend).
Like most new interns, I would put myself under a lot of pressure and had to fight my perfectionist tendencies constantly. However, as I engaged with the team in virtual and fun in-person events, I felt comfortable enough to ask more questions and seek support to navigate multiple learning curves. Those clueless moments led me to experimentation, creative problem-solving, and brainstorming with supervisors who kindly reminded me that my capabilities were not limited by my tenure or position and that my ideas were valued and heard.
As this adventure comes to an end and I prepare to graduate soon, I see with gratitude how my time at Avid Core has helped me feel better equipped to step into the next chapter of my life trusting my ability to learn and adapt to diverse environments (while also expressing myself through gifs on Slack).
If you come across this blog and ever feel the self-doubt creeping in, remember there was once a girl from a small town in South America who managed to “catch” a job in an ocean of uncertainty, without knowing how to swim.
Avid (adjective) – having or showing a keen interest in or enthusiasm for something. It’s more than just our company’s namesake. Passion for our work and for the things we love is part of our core values. In this recurring series, we’ll share some of the things we’re Avid Fans of with you.
In this latest installment of Avid Fans Of, we’re thrilled to dive into the world of podcasts with members of the Avid Core team. Get ready to uncover a treasure trove of audio delights as our team members reveal their top picks and share the stories behind their podcast passions.
Rossana Gonzalez– When it comes to podcasts, I have two favorites that I always turn to: “We’re All Insane” and “No Chaser.”
“We’re All Insane” – This podcast is truly exceptional. With each episode, the host invites a different guest to share their personal journey through a traumatic event. The conversations aim to shed light on these experiences, discussing how individuals navigated through them or found resilience. It’s a profound exploration of human resilience and the power of storytelling.
“No Chaser” – This podcast is like a cozy conversation among friends, perfect for when I’m getting ready or winding down. Its laid-back atmosphere and occasional special guests create a welcoming space where you can relax and enjoy the banter. It’s the ultimate no-pressure podcast experience, ideal for those who might not consider themselves avid podcast listeners but still crave engaging content.
I highly recommend both podcasts, especially those new to the podcast scene or prefer a more relaxed listening experience. Give them a try – you won’t be disappointed!
Jasmine Buford – “Show Me the Meaning” is my favorite podcast. As a lifelong movie enthusiast, I enjoy dissecting and discussing film plots. “Show Me the Meaning” delves into both mainstream hits like The Dark Knight and cult classics like Fight Club, offering a diverse range of cinematic analysis.
What sets this podcast apart is its hosts’ backgrounds in philosophy, adding depth and intellectual insight to each episode. From dissecting the score to analyzing themes, cinematography, and script, the podcast provides a comprehensive examination of each film.
One of the reasons I adore this podcast is the diverse and humorous dynamics among the hosts, who often hold differing views on the director’s intentions, embracing the “Death of the Author” philosophy. Perfect for multitasking, I enjoy listening to it while doing chores or doing desk work. Though the podcast sadly concluded in April 2022, its legacy lives on, leaving behind a treasure trove of thought-provoking discussions.
For those seeking similar content, I recommend exploring podcasts like “New Rockstars,” “Deep Dive,” and “Wisecrack.”
Stephanie Mace – “Smartless,” hosted by Hollywood stars Jason Bateman, Will Arnett, and Sean Hayes, is a delightful exploration into the lives and minds of guests from various fields. What sets this podcast apart is the effortless banter and genuine chemistry between the hosts, creating an atmosphere that feels like eavesdropping on a lively conversation among friends.
“Smartless” stands out for its unique format where one of the hosts invites a surprise guest, unbeknownst to the other two. This element of surprise adds an extra layer of impulsiveness and excitement, keeping listeners engaged and eager to discover who will join the conversation next. Whether seeking entertainment, inspiration, or a good laugh, “Smartless” delivers.
Virginia Arroyo – GirlTrek’s “Black History Bootcamp: The Walking Podcast” was recommended to me by a sister-friend at the beginning of COVID-19. It is a 21-day walking meditation series that reflects and celebrates Black stories.
The storytelling feels like a conversation between friends, helping gather strength for the road ahead. The stories on this podcast also highlight lessons that can help navigate daily life and uncertain times.
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