LEAGUE X
INTRODUCTION
“SOMETIMES REALITY IS TOO COMPLEX. STORIES GIVE IT FORM.” 5 YEARSLUC AGO - JEAN GODARD we returned to China as “文化” literally the “cultural bridge” generation, to tell the story of China’s emerging creative class.
5 YEARS AGO we returned to China as “文化” literally the “cultural bridge” generation, to tell the story of China’s emerging creative class.
In 2015, we’re back where we started-telling the story of the things we’re proud of about China. We are the only agency in the world to focus exclusively on narrative design for China Giants, to communicate their complex history and incredible aspirations to the world. The intriguing, transitional narrative we captured attracted not only hundreds of international media, but also luxury clients seeking to integrate their stories with China’s talented designers. Soon we were being asked to tell stories of other brandsfrom tech startups to massive American companies, from nonprofits to fashion labels.
We love telling stories we think the world needs to hear.
None of us come from advertising or copywriting backgrounds
-- we don’t sell stories.
WE’RE JOURNALISTS AND POETS, CREATIVES AND STRATEGISTS.
PHILOSOPHY
STORY TELLING
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simplify
We take complex company histories and technical layers and make them approachable, understandable and most importantly, easily communicated by everyone in the company.
Unlike other agencies that go straight to splashy campaigns and buzz, we believe a good story builds from the inside out. .
We start by equipping every person in your company, not just the marketing team, with brand narrative collateral that enables them to effectively communicate a single unified story to customers, regulators, investors, and strategic partners alike.n labels.
A powerful narrative is the first step to building a company identity and developing a strong sense of purpose. It is the catalyst for external marketing initiatives.
“Stories make sense of the world. If you want to change the world, you need to have a story.�
WHAT WE DO:
NARRATIVE DESIGN
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WE STO
TELL ORIES
We tell simple stories for complicated companies.
Stories that -
Give direction, that capture brand aspirations Encourage authentic connection
Show the full picture
Inspire action that bring the world closer together.
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OUR PROCESS
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INVESTIGATIVE PROCESS NARRATIVE DESIGN
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LARGE COMPANIES HAVE SO MANY LAYERS THAT THEY CAN OFTEN BECOME COMPLEX AND CONVOLUTED.
EXPRESSION
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YOUR STORY STARTS WITH YOUR PEOPLE AND YOUR CULTURE. We sift through hundreds of company documents, listen to product presentations from different departments, converse with CEOs about the vision of their company, interview everyone from bottom-to-top of the organization, visit factories, farms, innovation centers, customers, and warehouses. By the end of our Deep Dives process, our clients joke we know their company better than they do. That’s how we derive the Brand Insights that drive our Narrative Design process.
Coming from a diverse background of brand building, journalism, research, and strategy, our process of narrative thinking ensures a highly articulate, impactful narrative. We not only copy-write your story into a cohesive arch, but also back up chapters with the facts and truths that make your company compelling. Headlines and slogans are carefully selected to maximize both emphasis and explanation.
PRINT . DIGITAL . EXPERIENCE Print | Words are not enough. Our multitalented team of in-house designers take the story from words to visual with graphic art, custom photography, and layouts that result in engaging brand collateral. Digital | Working with brilliant China digital experts, we scale your narrative’s impact by enabling your partners and team to share the story they love with everyone they know. Experiences | We work with a number of meticulously selected and tested events and experiential design partners to take your story one step further.
Where We’re Going The story we tell is greater than our company, city, or country. We Aim For: Storytelling that reaches across continents. Narratives that connect the world.
Team
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Diana Tsai CEO
Diana believes in the power of stories to catalyze action. Diana’s Narrative Design methodology has proven successful with multinationals and startups alike in creating immense emotional and intellectual impact with key stakeholders. How Diana became a storyteller was not through typical brand-agency experience— it was through imagining startup stories and subsequently building the companies. Her first venture story started with a partnership with legendary ad man Joe Sugarman, which led to brand campaigns to restore vision for the cataract blind of Shanghai. Diana then set out to tell the story of a new creative generation of Chinese designers and rebrand “Made in China” to “Designed in China.” Subsequently she founded BUNDSHOP.COM, a platform for Chinese designers, featuring 50 top brands from China. BUNDSHOP has received accolades from the FT, Techcrunch, Core77, SCMP; partnered with hotels and museum distribution partners; co-designed products with leading luxury brands Jaeger-LeCoultre, Maserati, Hyatt, Shangri-La, Christie’s Art Auction House. League X is her third venture, focusing on narrative design as a vehicle to facilitate global collaboration.
Stephany Zoo COO
From Shanghai and New York, having worked in fashion, tech and nonprofits, Stephany’s strives to create stories that knit together diverse backgrounds together. She believes that the most resonant and enduring stories are created at the intersection of curiosity and unexpected connections. A writer and traveler by nature, Stephany combines this sense of adventure with her more technical product-oriented background. Stephany has previously worked with Ralph Lauren, Gucci, Dolce & Gabbana, international nonprofit Covenant House and HTC-backed app Jiepang.
Michael Cignarale Creative Director
As creative director, Michael takes flat stories and animates them into visuals that aligns with the brands wider visual identity. Having worked with multiple startups as well as MNC’s, Michael is able to take outdated corporate identities and integrates them with the storyline to create completely inspired collateral.
Xiaotian Cai Marketing Director
Sky excels at communicating the youthful energies of brands via digital and creative O2O campaigns. Previously as Marketing Director of Forever Bicycle, Sky led the corporate rebranding process through collaborations with major government departments in 34 Chinese cities. He holds two degrees in hospitality and creative management from Europe, which he has applied through with clients like Lufthansa and Marriott Rewards. Sky’s true versatility lies in his ability to convert a story into an high engagement campaign, without losing the essence of the narrative.
Photos Credits NASA
Scanning CreditsKipp Teague