PITCHFORK BRAND VOICE GUIDE (SPEC)

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Challenge

This brand guide was developed to define Pitchfork’s distinct editorial voice and cement its position as a leader in music journalism. The goal: distill what sets Pitchfork apart—its authority, boldness, and cultural influence—while ensuring consistency across all content.

Strategy

The guide lays out a clear editorial framework, built around a positioning statement and brand descriptors.

• Positioning Statement: Positions Pitchfork as a leading tastemaker—an informed, connected friend guiding music fans to new artists while maintaining credibility.

• Brand Descriptors: Defines Pitchfork’s core voice through contrasting pairs (e.g., Confident, Not Hesitant), offering clear guidance on how the brand communicates—and how it doesn’t. These contrasts bring Pitchfork’s tone to life, ensuring consistency across all editorial content.

Result

A concise, strategic guide that unifies a brand voice and provides clear direction for writers.