Narrative and Messaging Infrastructure for a Global Media Entertainment Powerhouse in Strategic Transition
THE IDENTITY
How might I help a global media company clarify its identity, unify its leadership voice, and build a communication system strong enough to match its scale?
THE CHALLENGE
TheSoul Publishing had billions of views and a global media infrastructure - but no clear identity. Their narrative was fragmented, executives underexposed, and the press still shaped the story. As they expanded into AI, the Metaverse, and virtual influencers, the gap between perception and potential was fast becoming a liability.
THE APPROACH
I worked with TheSoul through a multi-phase transformation - reframing them not just as a publisher, but as the industry-defining creative studio and strategic partner for the next era of entertainment.
We began with deep executive interviews, competitive analysis, and a full audit of internal and external messaging. Then, I rebuilt their brand spine from the ground up: reshaping the voice, narrative, and editorial infrastructure to reflect their actual scale and ambition.
We shifted from reactive press to proactive thought leadership. From siloed voices to a shared narrative system. From legacy perception to future-positioned clarity - designed to scale across departments, platforms, and global audiences.
THE OUTCOMES
Deliverables and External Results
Developed a new brand narrative, messaging framework, and POV architecture
Delivered executive positioning strategies across 10+ verticals (AI, Metaverse, Creator Economy, etc.)
Ghostwrote 100+ press releases tied to brand partnerships (Amazon, Rovio, Walmart, Hasbro, etc.)
Wrote 40+ long-form articles placed in Forbes, Variety, Entrepreneur, and more
Submitted 35+ industry award entries, leading to Webby, Streamy, Digiday, Telly, and Drum wins
Launched an “always-on” story bank, editorial calendar, and internal brand playbook
Supported M&A comms during key acquisitions (e.g. Underscore/Shorthand Studios)
Advised on Super Bowl content strategy, Polar (virtual influencer), and Metaverse launches
Applied brand voice across website copy, LinkedIn content, hiring materials, and internal docs
Internal Shifts
Equipped every executive with a bespoke thought leadership system
Established a shared vocabulary across marketing, HR, PR, and BD
Replaced siloed messaging with a coherent, values-led voice
Transformed internal comms into a scalable, story-first operation
Enabled TheSoul to speak with one voice - through many distinct lenses
