STORY STORY LATE-NiGHT
Brand storytelling services: Copywriter | Storytelling program founder
Creative partners: Julia Green, Story Story Night
Bird’s-eye view: From the tagline “positively shameless” to the black sheep twist on the mainstage logo, Story Story Late-Night is one of my favorite creative projects of all time. As the co-founder of this 15-year-old storytelling nonprofit, I’ve stepped off stage but still write all the postcards.
Lightbulb moment: I wrote The American Dreams late at night in New Orleans in a four-poster bed in a potentially haunted house in the French Quarter if that explains anything.
![What kind of brand is this, you wonder when picking up a box, skimming the headlines. That’s why I ask myself and my clients as a standard part of the brand voice creation process: “What kind of brand is this…in the universal story archetype sense, like Carl Jung style?” I mean, obviously.Go deep into strategy and positioning, and you’ll see ‘em shine in every line. I could not decide if Beaux Glow—a skin, sex and self care oil made from bare nature to buck the toxic beauty system—is the Lover archetype or a Rebel brand indeed?I realized…in a surface-level, disconnected society, the Lover is the Rebel. Someone willing to be naked and vulnerable for the sake of that indescribable vibe of real connection. This became the heart of the manifesto. That became the “go deeper” beat for every other word.See the way The Lover as Rebel positioning—targeted to peri/menopausal women who are elite brand snobs— is infused into every line on every turn of the Beaux Glow box.[Design by Alex Rhodes]](https://brandstorytell.com/wp-content/plugins/instagram-feed/img/placeholder.png)
