One unified narrative. A sharper, more confident pitch. A cultural story the whole company could finally stand behind.
Vinyl Media: Giving culture's biggest brands a voice that commands attention.
The Work.
Vinyl Media owns some of the most influential names in culture—Hypebeast, Refinery29, Genius, and more.
But Vinyl Media itself didn't have the same sharp positioning or narrative cohesion that its portfolio brands did. They'd just rebranded and their strategic story was fragmented—different teams, different decks, different ways of explaining their value. They needed a unified narrative that matched their cultural authority.
Tiny Voice Co was brought in to turn their internal strategy into a cohesive, compelling story. One that sales, partnerships, and strategy teams could all use with confidence.
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We entered during Vinyl's internal brand strategy sprint, where the team had begun exploring cultural relevance, the "premium culture house" positioning, and frameworks like ICON and Culture Corners.
Our role: turn strategy into a story people can feel.
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Over multiple leadership workshops and working sessions, we collaborated with Vinyl's strategy and sales teams to rewrite page-level messaging, strengthen the narrative arc, and create metaphors that made Vinyl's value instantly clear.
We shifted Vinyl's voice from "premium publisher" to culturally confident, selective, and future-facing media partner. Vinyl stopped sounding apologetic or reach-driven. They started sounding iconic.
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We worked alongside internal strategists to refine the attention → relevance → cultural impact argument, articulate why culture-first media builds trust faster, and reframe presentations around meaning, not metrics.
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We created repeatable phrasing, messaging cadences, and narrative patterns the entire organization could use:
"Cultural relevance is the new metric."
"Icons create meaning, not impressions."
"We don't try to win every brief—we're selective by design."
"So… do you want to be an icon?"
We made their strategy unforgettable.
