Storycrafting
The discipline
The words and ideas that make everything else land. Copywriting, concepting, narrative, campaign ideation, brand voice, product descriptions, messaging hierarchy.
Subservices
Inside Storycrafting.
Brand Narrative
What it is
What the brand is actually about, written down, so everyone tells the same story.
Who it’s for
Brands whose story changes depending on who is telling it.
When you might need it
Before the next hire has to guess it.
Associated
Campaign Concepting · Copywriting · Product Descriptions · Messaging Architecture · Voice & Tone Systems · Content Strategy · Brand Naming · Script Wr
See the work ↓
Campaign Concepting
What it is
The idea a campaign runs on, argued out before anything is designed against it.
Who it’s for
Teams with a budget and no idea yet.
When you might need it
At the top, while the idea is still cheap to change.
Associated
Brand Narrative · Copywriting · Product Descriptions · Messaging Architecture · Voice & Tone Systems · Content Strategy · Brand Naming · Script Writin
See the work ↓
Copywriting
What it is
The words the work is made of, written with the layout rather than poured into it.
Who it’s for
Anyone shipping a page, a spot or a deck.
When you might need it
Whenever design is waiting on text.
Associated
Brand Narrative · Campaign Concepting · Product Descriptions · Messaging Architecture · Voice & Tone Systems · Content Strategy · Brand Naming · Scrip
See the work ↓
Product Descriptions
What it is
The lines that sell the thing on the shelf it actually sits on.
Who it’s for
Catalogues where every product reads the same.
When you might need it
When the range grows faster than the writing.
Associated
Brand Narrative · Campaign Concepting · Copywriting · Messaging Architecture · Voice & Tone Systems · Content Strategy · Brand Naming · Script Writing
See the work ↓
Messaging Architecture
What it is
What gets said at each level, from the tagline down to the caption, and in what order.
Who it’s for
Brands saying five things at once.
When you might need it
When every channel has its own version of the pitch.
Associated
Brand Narrative · Campaign Concepting · Copywriting · Product Descriptions · Voice & Tone Systems · Content Strategy · Brand Naming · Script Writing
See the work ↓
Voice & Tone Systems
What it is
How the brand sounds, written as rules a new writer can follow on day one.
Who it’s for
Teams where several people write as the brand.
When you might need it
When the feed and the site sound like strangers.
Associated
Brand Narrative · Campaign Concepting · Copywriting · Product Descriptions · Messaging Architecture · Content Strategy · Brand Naming · Script Writing
See the work ↓
Content Strategy
What it is
What to publish, how often, and what it is for.
Who it’s for
Brands publishing constantly with no thesis.
When you might need it
When the calendar is full and nothing lands.
Associated
Brand Narrative · Campaign Concepting · Copywriting · Product Descriptions · Messaging Architecture · Voice & Tone Systems · Brand Naming · Script Wri
See the work ↓
Brand Naming
What it is
A name that is available, sayable, and still right in five years.
Who it’s for
New brands, sub-brands and products.
When you might need it
Before the logo, not after.
Associated
Brand Narrative · Campaign Concepting · Copywriting · Product Descriptions · Messaging Architecture · Voice & Tone Systems · Content Strategy · Script
See the work ↓
Script Writing
What it is
Scripts for film, spot and stage, written to be performed rather than read.
Who it’s for
Anyone putting words in a mouth or on a screen.
When you might need it
Before the shoot is booked.
Associated
Brand Narrative · Campaign Concepting · Copywriting · Product Descriptions · Messaging Architecture · Voice & Tone Systems · Content Strategy · Brand
See the work ↓
Pricing
Structured, not mysterious.
Pricing is based on scope, not assumptions. We do not sell undefined creative labor. Full structure shared in consultation.
The work
The Storycrafting collection.
Filter and search the collection below.
SiriusXM sought to evolve its digital identity with a refreshed design system that aligned across platforms and modernized the user experience. We helped create that identity along with the extensive design system featured across the SiriusXM ecosystem.
Timberland needed a design system that could support its large-scale ecommerce ecosystem and maintain consistency across multiple regions and platforms. The challenge was to organize, streamline, and scale the design framework while preserving the brand’s heritage and visual strength.
Therum has collaborated with leading agencies to deliver work spanning identity, digital, and experiential, extending their capabilities and strengthening client outcomes.
Jergens partnered with Essence and Citi Unlimited to create “Reveal Your Glow,” a video highlighting beauty and self-care through storytelling. The opportunity was to design lower thirds, title cards, and transition graphics that matched the campaign’s tone and visual direction.
Grey Goose, in partnership with Citi Unlimited and Essence Magazine, developed a video series titled “Toast to Black Fashion.” The opportunity was to create motion graphics, title cards, and lower thirds that supported the collaboration’s storytelling while aligning with each brand’s visual identity.
Mouse Jones brought Therum onto Deadass: A Comedy Show for the brand design, the motion graphics and the visuals that ran in the room on the night.
Kamoti partnered with Therum and Kingsland to design out-of-home campaigns, in-store signage, and event graphics, extending the brand experience across digital and social.
Design concepts for a Sony ATV project with 14th and Market: artist-focused promotions, mostly for social media, unifying OOH, social, and digital channels into a cohesive campaign approach.
NetDiligence partnered with Therum to design signage and banners for its annual conference, creating a cohesive visual system for the event.
HMGE: Homecoming was created as a tribute to Bydia Wilson, blending music, art, and community energy into one collective moment.
Margin and Market was a Sidemoney x Foot Locker activation produced by Therum, bringing the brand to life through experiential design and storytelling.
Transit in the Philadelphia region has long faced systemic gaps, “transit deserts” where meaningful rail or frequent service is missing, legacy plans that were never built because of world wars or politics, and corridors that could benefit from modern layering of heavy rail, light rail, and regional service.
Converse tapped Therum to craft presentation decks that shaped marketing concepts and event strategies into clear, compelling narratives.
The Sidemoney Company partnered with Therum on full-scale brand collaboration, spanning web, social, and identity design to shape a cohesive presence.
Ford, in collaboration with VMLY&R, aimed to modernize its digital experience. The goal was to unify design and functionality across multiple touchpoints while maintaining the strength and familiarity of the Ford brand.
The brief was three words: elevate, stay minimal. DailyPay needed its landing pages to carry the same simplicity people trust the product for, across four partner co-brands and one design system.
Create an informative microsite for a new whiskey brand that communicates story, product, and craft through a simple but bold digital experience.
The brief was three words: elevate, stay minimal. DailyPay needed its landing pages to carry the same simplicity people trust the product for, across four partner co-brands and one design system.
Lobos partnered with Therum and Kingsland to execute large-scale campaigns through OOH, digital, social, email, and print design, strengthening the brand’s visibility and impact.
Lapstone and Hammer went to Saucony for something past a capsule release: a silhouette that did not exist yet. The work put a heritage running shoe and a lifestyle one in the same drawing and asked which parts of each were worth keeping.
Spectrum partnered with Therum and Lift Agency to shape art direction and design strategy, producing bold, cohesive email communications aligned with the brand’s vision.
Mama Photog was evolving from a single photography practice into a multi-faceted creative brand with four branches, Mama Photog (personal), Mama Photog Brand, Creative Mama Home, and Glow Black Girl Glow.
The brief was three words: elevate, stay minimal. DailyPay needed its landing pages to carry the same simplicity people trust the product for, across four partner co-brands and one design system.
A major retailer and boutique agency partnered with us to launch a new menswear brand from the ground up.
Visa and CannonballSF tapped us to reimagine a full scale Out of Home campaign that could bring their refreshed identity to life after earlier concepts missed the mark.
No matches. Clear the search or filters to see everything.