Narrative Planning

A good story doesn’t just describe reality. It can shape how we experience it.

Narrative is how we connect content and context into a sense of what’s happening and why. When we deliberately craft a narrative, we’re not just telling a story about reality. We are directing how our audience will understand it. That is why narrative sits at the heart of everything we do. It is a tool for designing how reality is experienced. By crafting intentional narratives, we can shape how people perceive and engage with an environment or experience.

Narrative planning is how we design the way our audience experiences the story. A story is what happens. The narrative is how we tell it. It is the framework that provides structure for storytelling. Whether producing a campaign, curating an art project or planning a digital experience, we begin by considering how to curate, arrange and present information for the story. This approach ensures the creative concept and production are grounded in a clear narrative that supports both artistic integrity and the strategic outcomes.

Collaborating with artists can add layers of meaning and authenticity through their stories and context. They don't just make things. They embed meaning and perspective into their work. An artist’s personal story and identity can bring authenticity, while the context of their practice provides cultural relevance. That meaning can become central to the story of a campaign, space or experience.

Narrative shapes how people experience and understand your story. To be truly effective and meaningful, it must reflect the perspectives, values and context of the audiences and artists you engage with. Through narrative planning, we create a framework that enables artists to tell your story in a way that stays true to their creative voice and creates an authentic experience for the audience.

Shea