To break from category norms, we started by framing interactive storytelling itself as living — always in motion, always evolving. Research into user sentiment revealed that audiences crave a sense of agency and belonging—stories that welcome them in, rather than speak at them. From this insight, we developed a visual strategy that turns brand into experience: playful, organic, and—most importantly—interactive. Collaboration with the Living Stories Lab creative team ensured these ideas felt true to their mission and resonated with core audiences.

We defined a set of core elements that would bring the dynamics and motion of a living story into all touchpoints. Playful, organic aesthetics: We rejected the genre’s typical darkness for fluid, alive visuals—shapes that shift, blend, and breathe. “Dubins Shapes” as visual anchors: Inspired by mathematical simplicity, these modular forms evolve across a grid, symbolizing infinite storytelling possibilities. They’re not static logos—they move, adapt, and respond. Dynamic color system: A vibrant, youthful palette with soft, fluid gradients underpins every screen, print piece, and motion asset—ensuring brand consistency while feeling fresh and adaptive. This design approach doesn’t just look different—it feels different. It welcomes users into a shared creative process, reinforcing the message: “you are part of the story.”