Creating at the Intersection of Inclusion and Impact
A look at our creative approach.
The Backstory Approach
As a consultancy, we work to bridge the gap between a world that wants to be more diverse, inclusive, and equitable and one that actually is.
Our belief that marketing and storytelling — when coupled with DEIB principles — are vehicles that create a world that makes all people feel seen, embraced, and appreciated, drives us.
If it doesn’t create an impact, we don’t do it.
To create at the intersection of the two Is (Impact & Inclusion) we…
Meet creative teams where they are - It’s ok if they haven’t worked through a DEIB lens before. We’re experts at leading the way.
Marry style and substance - It’ll look good and stand for something.
Tailor our teams to our scopes - This ensures that needed perspectives are present.
Provide sustainable creative solutions - We don’t believe in one-and-done. We take a look at the bigger picture and how a client’s creative work fits into their larger impact journey.
We frequently partner with like-minded creative agencies and studios to collaborate on creative work crafted with this approach.
We call this collaborative method the
Creative Connection
We see the Creative Connection as a new way to approach creative partnership where DEIB is not just an "add-on", but an essential component of the final product.
The Value
Focusing on the two makes creative work richer, stronger, enduring, and able to reach more audiences.
Our partner Alison Matheny of BEST spoke to the value of this way of creating:
““Good creative is equitable — full stop. In the same way an agency needs a photographer to shoot images, DEIB is essential to delivering work that speaks to the largest audience, engages in a real way, and moves with an ever-changing landscape.””
And it’s good for business.
