The concept of style is gaining momentum in organizational research. Focusing on its implications for strategy, this paper presents a conceptual and methodological framework to make the notion of style operational and applicable to both research and practice. Style is defined here as a combinatorial, socially situated, and semiotic device that can be organized into typologies-recurrent combinations of stylistic dimensions exerting a normative and semiotic function within and across contexts. The empirical analysis, situated in the field of electronic music, considers the music genres and the color dimension of artists' appearance as components of their style. Results show how coherent style typologies normatively dominate the field, and how nonconformist but coherent typologies correspond to superior creative performance. Operating as unifying device, style can transform varied and potentially confounding traits into distinctiveness, and shed light on competitive market dynamics that cannot be fully explained via other theoretical constructs. Discussion points to the relevance of style in strategy, and to the promising inclusion of information from visual material in organizational research.