By: Jeremiah Barnes

In a marketplace flooded with noise, where brands fight for attention at every turn, one thing separates the winners from the rest: the ability to escape the gravity of the expected—and that’s exactly what Steven Le Vine and his team at Rogue Agency are doing.

Founded by Le Vine, a veteran media and brand strategist with over two decades of experience, Rogue is a premier Creative Communications Agency designed for brands that don’t just follow the rules but challenge them.
With a reputation for driving bold, high-impact campaigns, Rogue works with market mavericks and renegade brands across industries ranging from tech to entertainment to consumer-packaged goods. This is not your average PR agency. This is where brand storytelling meets strategy, the status quo is upended, and brand strategy is redefined.

“We’re living in a time where there are more brands, more media outlets, and more content than ever before, and yet with all of the access we have, so much of it is siloed,” says Le Vine, the agency’s founder and CEO. 

“We have become desensitized by an overabundance of information and dopamine-charging stimuli based on algorithms meant to keep us in echo chambers. Cutting through the noise and grabbing the public’s attention is harder than ever.
Le Vine says, “But there’s one thing that all iconic brands – be it products or people- have in common throughout our modern age. They haven’t followed the rules. They’ve challenged and often broken them. They reinvented what we originally thought was possible. I call this ‘annihilating the ordinary.’  Brands that play it safe by following the status quo are held down, but those that bring an element of surprise and disruption to the game can really soar.”

Rogue’s Evolution of Brand Strategy

After nearly two decades leading Grapevine PR, a reputable Public Relations and Digital Marketing Agency, Le Vine craved something unexpected. He had witnessed firsthand the dramatic shift from the power of traditional media outlets to a fragmented landscape where digital, social, and creator-driven platforms reigned supreme.

With this evolution, brands needed more than traditional PR or run-of-the-mill content—they needed a partner who could authentically and thoughtfully integrate their media, messaging, and marketing strategy across the galaxy of modern touchpoints.

“I started Grapevine in my early 20s, but over the years, I realized that traditional PR alone was no longer enough,” says Le Vine. “We have been seeing the rise of alternative media, social media, and influencers taking the bigger piece of the pie in our creator-driven economy.”

“Brands need a unified strategy that connects the dots between their brand story and the constellation of different mediums with which consumers engage, and it was important to create a new agency that could thread that needle.”

The result was Rogue—a creative communications agency built for a new age, where media and brand strategy go beyond traditional PR. Rogue’s approach isn’t just about securing media placements but crafting a cohesive brand identity that integrates messaging seamlessly across every touchpoint. From website copy to social media, marketing content, and sales enablement materials, the agency ensures a brand’s story flows through all customer journey stages.

Rogue’s comprehensive offering spans initial market research and analysis, verbal identity and messaging, a brand’s point-of-sale and digital experience, and communication strategy.

Innovation at the Core

From his work with high-profile brands and celebrities to his role as an authority in the industry with a deep bench of experience and expertise, he has always understood that the future of communications lies in the ability to evolve and adapt.

“Whether you’re a tech startup, consumer product, or personal brand, you need to have a bold strategy that is nimble enough to evolve with the changing landscape,” says Le Vine. “What worked even five years ago will not work today. We help our clients stay ahead of the curve by deploying unconventional and audacious strategies that drive results.”

With roots in Austin and Los Angeles, Rogue thrives in environments where boundary-pushing is encouraged. Austin, a creative, cultural, and business boomtown, perfectly aligns with Rogue’s forward-thinking approach. Meanwhile, Los Angeles continues to provide the agency with direct access to the heart of the entertainment industry.

“These cities reflect our agency’s ethos—limitless potential, bold ideas, and a commitment to creating the future,” says Le Vine.

Authenticity and Impact

One of Rogue’s core values is authenticity. At the heart of every successful client campaign is an authentic narrative that resonates with the audience and the media.

“I’ve seen it time and again,” says Le Vine, “What gets people’s attention is authenticity. It’s not about telling people what they want to hear. It’s about telling a real, raw story that stands for something. Whether it’s a brand founder’s roots, the stakes they’ve taken to get where they are, or their impact—it all comes down to telling a captivating, authentic story.”

Le Vine’s book Stories That F*cking Matter guides crafting compelling narratives. It provides a framework for creating the kind of stories that dominate media headlines and drive substantial growth. 

“Every brand has a story. The question is, do you know what it is?” he says.

The book, which features a foreword by longtime client William Shatner—yes, the legendary actor and recent space traveler with Jeff Bezos’ brainchild Blue Origin—shares powerful insights into how brands can amplify their stories to create lasting influence.

“Working with Bill has been one of the rewarding parts of my career. He’s a true icon and rule-breaker in every sense of the word. Having him contribute to my book was a game changer,” says Le Vine. “His perspective on storytelling and his fearless approach to life perfectly align with what we try to do here at Rogue—push boundaries and tell stories that matter.”

The Rogue Approach: Relentless, Bold, Unapologetic

Rogue stands out through its commitment to bold and innovative strategies, striving to go beyond the ordinary. Mediocrity is simply not part of the equation.

“We’re not here to play it safe. We’re here to push boundaries,” says Le Vine. “Whether you’re launching a challenger brand or looking to transform an existing one, our job is to ensure your brand is unforgettable.”

As Rogue continues to reshape a creative communications agency concept, one thing is evident: the future favors those willing to challenge the norms, with Rogue paving the way.

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Published by Elle G