The primacy of storytelling in communications and marketing has enjoyed a market surge of late, as if it were a recent innovation. Yet in his influential book, The Storytelling Animal, Jonathan Gottschall suggests that modern humans might just as well have been named Homo Fictus: “Fiction man.” As much as any other attribute, Gottschall suggests, it is our storytelling that makes us human.
It should be no surprise, then, that in an attention-scarce economy, many brands are turning to this ancient art-form to communicate their brand promise and build meaningful relationships with their audiences. Colleges, universities, libraries, and museums are among the most important keepers of our stories. When these institutions craft beautiful experiences on the web, users are drawn more deeply (and delightfully) into their work in the world.
In this mini-workshop, editorial design agency Journey Group will lead a discussion on the principles of visual storytelling as they relate to the web.
What You'll Do:
- Led by a team of creative strategists, content creators and designers, attendees will be broken up into 3-4 groups to analyze examples of effective brand storytelling on the web through the lens of user experience, user interface, content and design.
- After a brief audit, each team will present its findings to the group. Through group discussion, we will explore the common elements that come together to communicate each brand’s values and promise to their constituents.
- Throughout the workshop, we will integrate these findings into a discussion of the unique visual storytelling opportunities (and challenges) facing communicators in colleges, universities, libraries and museums.