Editorial & Brand Storytelling
Vinylize is a Budapest-based eyewear brand that transforms upcycled vinyl records into design-led frames, blending music heritage with sustainable innovation. My work with Vinylize has focused on strengthening the brand's identity through editorial storytelling, positioning it as culturally rooted in music history, creativity, and craftsmanship.
Across long-form blog content, press releases, and social media copy, the direction has been to balance cultural research with brand positioning, with work designed to reinforce Vinylize’s authority within music culture while supporting international visibility, product launches, and ongoing audience engagement.
Scope of Work
Long-form editorial blog posts
Multi-part blog series with a consistent narrative voice
Featured Work
Indie: The Sound of Independence
Editorial Series
Forms part of a wider, stylistically cohesive blog series exploring artists and music genres through the lens of cultural impact, legacy, and creative identity.
Indie: The Sound of Independence explores the ethos of independent music, its resistance to commercial norms, its DIY roots, and its enduring cultural influence, while subtly grounding those values in Vinylize’s own approach to design and sustainability. The piece introduces artists and movements alongside the associated eyewear, ensuring the product feels embedded within the narrative rather than promoted alongside it.
The wider series was structured to encourage repeat readership, strengthen on-site engagement, and establish Vinylize’s blog as a destination for culturally literate, music-focused storytelling.
Social Content & Narrative Adaptation
For the Sound Saucer launch, social content was developed to extend the core editorial narrative into short-form formats suited to platform-specific engagement. Copy focused on recontextualising the product as both functional object and cultural artefact, distilling longer-form brand storytelling into concise, accessible messaging.
This work ensured tonal continuity across channels while adapting language and pacing for social audiences — supporting awareness beyond Vinylize’s core eyewear audience and reinforcing the brand’s wider creative and sustainability-driven ethos.
Press releases supporting product launches and collaborations
Social media copy adapted from editorial content
Framed: Eyewear Through Style and Time – Classic Round
Editorial storytelling & cultural context
Part of the Framed series, this article examines the enduring appeal of the classic round silhouette by balancing historical insight, aesthetic reflection, and product context. By tracing the shape’s journey from early optical utility to modern expressive form, the piece explores how round eyewear has carried associations of intellect, artistic identity, and understated impact across eras.
For Vinylize, the classic round becomes a textured, material narrative where recycled vinyl adds provenance and subtle presence to a timeless design.
The Sound Saucer
Press release & launch communications
The press release for Vinylize’s Sound Saucer marked a strategic expansion of the brand beyond eyewear, reframing upcycled vinyl as a functional design object in its own right. The challenge was to introduce a new product category without diluting Vinylize’s core identity.
The release positioned the Sound Saucer as a continuation of the brand’s material philosophy, transforming music history into contemporary design, while grounding the product in clear use-case and craftsmanship detail. Written with an editorial tone rather than overtly promotional language, the copy supported international media outreach and reinforced Vinylize’s credibility as a design-led, sustainability-conscious innovator.
Rammstein — Limited Edition Collection
Social storytelling & collection-led narrative
This post spotlighted The Till Frame as part of Vinylize’s wider Rammstein limited-edition collection, focusing on form, material, and atmosphere rather than overt product promotion. The copy aligned closely with the band’s stark visual language and Till Lindemann’s established aesthetic, allowing the frame to sit naturally within the broader cultural identity of the collaboration.
By treating the product as a component of a cohesive collection, the post reinforced exclusivity and restraint, promoting social storytelling that respected the cultural weight of the collaboration while maintaining Vinylize’s editorial tone and design-led approach.