About / MNRL

We come from
entertainment,
not advertising.

MNRL is a brand and media consultancy that helps businesses become more discoverable, more memorable, and more valuable to the people they're trying to reach.

The Belief Gap

There are extraordinary businesses, products, athletes, founders and ideas everywhere. Most aren't failing because what they built isn't good. They're failing to get noticed.

Their brand doesn't communicate their actual value. Their content looks like everyone else's. Their website doesn't explain why they matter. Or they're producing disconnected pieces of marketing with no system connecting them.

We call the distance between the value a business creates and the value the market perceives the Belief Gap. Our job is to close it: to make you easier to discover, easier to understand, harder to forget, and worth caring about.

Brand

We determine what makes a business matter, and turn that into something people can understand and remember.

  • Strategy
  • Positioning
  • Messaging
  • Identity
  • Naming
  • Creative direction

Media

We turn businesses, people, products and ideas into stories worth paying attention to.

  • Film
  • Photography
  • Animation
  • Campaigns
  • Branded entertainment
  • Original programming

Attention

Making something isn't the same as getting it seen. We design how brands become discoverable and stay present.

  • Audience strategy
  • Distribution
  • PR & earned media
  • Partnerships
  • Search & AI discoverability
  • Cultural relevance

Systems

We build the infrastructure that lets all of this happen repeatedly, at scale.

  • Content systems
  • Production workflows
  • Automation
  • AI-assisted production
  • Real-time production
  • Measurement

Founders

Jennifer
Tyler

Founder + Managing Partner

Jennifer Tyler is a founder and strategic operator focused on turning ambitious ideas into businesses that actually work. At MNRL, she leads the business and operational side of the consultancy, working closely with clients to connect strategy, relationships, execution, and growth.

She brings the structure behind MNRL's creative approach, helping move ideas from opportunity to action.

“There are people at every level of this industry with stories that would hold an audience, and no consistent way to tell them. That isn't a talent problem. It's an infrastructure problem, and infrastructure problems can be solved.”

Don
Tyler

Founder + Creative Director

Don Tyler is a director, creative technologist, and brand builder with more than 20 years of experience across entertainment, music, culture, and emerging technology. His work spans global artists, major brands, game engines, virtual production, and new forms of interactive media.

At MNRL, Don helps brands find what makes them impossible to ignore, then builds the creative and media systems to get them there.

“The production techniques that make a broadcast look expensive have been getting cheaper and faster for a decade, mostly in games and live entertainment. Very little of that has reached the parts of the industry where it would matter most.”

Entertainment has always had to answer the question most businesses are only now confronting.

Why would anyone choose to pay attention to this? We bring that thinking to brands, along with the range that comes with it.

High-end entertainmentMusic & cultural media Film & productionAction sports MotorsportsBroadcast Game enginesReal-time production Emerging technologyInteractive entertainment

Better than the market realizes.

Our best clients have one thing in common. If what got you here isn't going to get you where you're going next, that's where we come in.

Let's talk ↗ Selected work ↗ How we work ↗