Do you have a storytelling or design problem?

A question worth asking for teams trying to build something people talk about.

Hi friends, welcome back to Off-Menu’s substack. For all you new folks, we’re a brand studio specializing in story & differentiation. 

This newsletter is all about sharing insights & frameworks to help you build a uniquely memorable brand.  

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Yesterday I kicked off a new project with a client who’s unsuccessfully tried working with 6 (!) other studios. 

On the surface, it's easy to see why this might be a red flag. 

But I get introduced to startups all the time that have been burned by other studios.

In these scenarios, I do a little digging and am surprised to see the work usually isn’t *that* bad. 

The design looks nice. It’s a step up from what they had. It’s not a total tank job. 

The real problem? A lack of alignment…which makes creative reviews incredibly painful.

Naturally, individual team members have different visions for the brand. 

Which makes for a muddled value proposition and confusing creative brief. 

So before taking on this new project, I asked my point of contact why this engagement would be any different. 

“We don’t have a design problem, we have a storytelling problem. Until we all rally around who we are, what makes us different, and a story we can all get behind, nothing we come up with will be that interesting.” 

I found his answer to be illuminating, and potentially helpful to anyone else struggling with the same thing. 

Telling a clear & cohesive story is especially challenging for teams launching new technology or creating new categories. 

It’s so much more than just filling out a template. 

If your company is having a tough time making design decisions everyone can get behind it might be a signal that your narrative needs some love.