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 Pitchfork’s authority, boldness, and cultural influence and ensure consistency across content.

Strategy

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

• Positioning Statement: Positions Pitchfork as a dependable, informed, and connected friend who guides music fans to the best new artists.

• 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.