Narrative & Culture
Storytelling and ethnography, in reflecting culture and crafting narrative.
We pair deep listening with narrative craft — researching the people, places, and patterns of meaning that shape ventures, then giving them language that resonates and endures.
Long before pitch decks or product roadmaps, there are people, places, and patterns of meaning. Our ethnographic practice begins in the field — observing how culture, behaviour, and belief shape the way ideas take root.
That research becomes the foundation for storytelling: the words, frames, and creative direction that turn complex visions into shared meaning — from positioning and messaging to launch narratives and ongoing communications.
Our methods draw from anthropology, design research, brand strategy, and lived experience across geographies and disciplines — listening carefully, documenting rigorously, and translating what we learn into work anchored to people: stories that resonate and last.
The case for storytelling
Why storytelling matters more than ever.
In an era of infinite content and zero attention, narrative is the signal — the bridge between raw data and human resonance.
LinkedIn "storyteller" job postings doubled in 2025
LinkedIn / WSJ
Stories are more memorable than facts alone
Stanford / HBR
Of executives say storytelling directly increases company revenue
Brimco
Higher conversion rates for brands using engaging storytelling
LeapMesh
According to LinkedIn data, job postings mentioning "storyteller" doubled in the year ending November 2025. Over 50,000 marketing roles and 20,000 communications positions now explicitly reference storytelling as a core requirement. On corporate earnings calls, mentions of "storytelling" have risen 220% since 2015 — and 30% in the last year alone.
Google has a dedicated storytelling team. Microsoft is hiring a senior director of narrative. The Wall Street Journal called it "corporate America's latest hot job." The reason? Paradoxically, it is AI. As automated content floods every channel, audiences have become acutely sensitive to what is real, felt, and human — and what is not.
"If I could give my kids one competence that would stand the test of time, it would be storytelling — the ability to look at data, create a narrative arc, and communicate it in a compelling way."
New research in the Journal of Neuroscience confirms what storytellers have always known: the brain is hardwired for narrative. Stories engage emotional, visual, and motor regions simultaneously — making them up to 22 times more memorable than facts presented alone.
"Stories don't just entertain — they sculpt memory pathways, engaging different neural networks depending on whether we focus on what we saw or what we felt."
This is the moment ethnography and storytelling meet. One finds the truth. The other gives it a voice.
For founders & ventures
Cultural and customer research paired with brand, narrative, and communications work — so the thing you build is the thing the world actually needs, and the way you tell it brings the right people along.
For organizations
Field studies, ethnographies of internal culture, audience deep-dives, editorial direction, and messaging frameworks that help teams see themselves and their communities clearly, and connect with them in lasting ways.
Ready to find your story?
Whether you're a brand, a leader, or an organisation at an inflection point — we'd love to talk. The best stories are already inside you. We help you find them, shape them, and share them.