Storytelling by design

We have learned through experience that it is not enough to uncover deep insights. In order for organizations to embrace and leverage what has been uncovered, the storytelling back to the company must be by design. In other words, the story will fly off the page or slide only when the plot and structure are tight and woven together by a strong visual design concept.

A connection with an associate professor at OCAD lead to an introduction to a foursome of recent grads who have established ‘Potluck Collective’, a design collective with strong values, great skills and a passion for doing first class work. Intrigued by the potential power that working together on story flow and design could bring to a brand meaning narrative we reached out to them to collaborate.

Our metaphor inspired insights allowed us to give the designers an inspiration brief built from imagery, symbolism and quotes. Meanwhile, Potluck Collective spent some time immersing themselves in the category. At the inspiration brief meeting we shared the draft storyline that had emerged from our analysis and Potluck Collective shared their category insights. The inspiration brief and meeting served as the springboard from which to ‘storytell by design’

One short week later we had a brand meaning story made more compelling by the fresh design and thinking of Potluck Collective. The bold look and feel and simplified story structure enhanced the impact of the insights story. We know this because clients at the first debrief meeting quickly engaged with the brand narrative and added to its power by providing their insights about brand history and brand realities within the organization. The Potluck Collective collaboration reaffirmed our belief in the value of storytelling by design.