Conjuring a transformational narrative is essential to forming a credible and value defining conceptual approach.

Narrative answers every question of challenge in the creative process with a very clear “because”. It is a critical ingredient in crafting design, crafting place and crafting brand.

The ability to express narrative – a clear and erudite representation of the values and mission of the design – is most critical to stakeholder engagement. As in the fine art of tap dance, the talent of mastering complex and challenging detail whilst sharing a rich narrative and making it entertaining is a genuine art form.