Giving brands one sentence that drives every business decision.
I’m Karl Dunn, Global Advertising Creative Director turned consultant. I collaborate with startups and brands to discover their single sentence brand story.
This one powerful sentence then drives every single business decision and acts as the North Star. It’s the policy, products, and PR - everything down to the last pixel.
That’s Story Engineering.
See the case studies
Jonathan Grupp - Founder FlowUp
“After working with Story Engineering, building our app and business was easy. Our story gave us a clarity that saved time, funds, and energy. I wish we’d met Karl when we started.”
How does Story Engineering work?
There are three steps to engineering your story.
1. Human Change: Identify the human change- the problem that people can feel, that your brand exists to solve - “People feel this, we want them to feel that.”
2. Story Discovery: Summarise that change into a one sentence story - the brand promise. Something so compelling and simple, people repeat it for you.
3. Story Engineering: Putting that story into every touchpoint of your organisation - product, policy, and PR.
This doesn’t just build customer belief and trust — it drives clarity in your day to day, productivity in your teams, and word of mouth in the world.
How did SE begin?
Over the course of my global career, I’ve watched too many brands perish from telling the wrong story. Or telling stories they wish were true about them. Or telling no story at all.
But unearthing the soul of a brand and putting it into words has always been my favorite part of the job.
So I made it the whole job.
Brands we’ve worked with
Story Engineering Services
Story Sprint
Where we find the Human Change your brand exists to create.
Consultations with all stakeholders and category research to discover and craft your single sentence story.
Story Engineering
Executing your story across your brand ecosystem.
Tailoring ideations, executions, and self-auditing systems for your brand’s needs.
Story Monitoring
Monthly or quarterly audit.
Every term we assess your story and how it’s showing up across all touchpoints - feedback and recommendations.