Beyond Storytelling: The Power of Narrative in the Experience Economy, Theron Skees
About this Talk
The Designer’s Creative Studio launched at an unprecedented moment in American history: January 2021. Founded by Theron Skees, a former senior creative executive at Walt Disney Imagineering, the studio was built on a simple but ambitious idea: to bring more than 30 years of expertise in dimensional brand storytelling—honed in the Themed Experience Industry—into every sector of the global economy.
Skees recognized a growing consumer desire for experiences that feel deeper, more meaningful, and even transformational. His work sits at the intersection of narrative and design, offering organizations a way to move beyond surface-level storytelling and toward experiences that truly resonate.
In this talk, Skees will introduce Futurespaces attendees to his framework, Narrative Experience Design—a process for translating a brand’s story into cohesive, immersive experiences across every touchpoint, whether digital, physical, or human.
By transforming customers into engaged audiences, Narrative Experience Design strengthens brand equity, drives business growth, and positions story and experience as core values—not optional add-ons—in shaping an organization’s identity.
Great experiences aren’t a luxury. They’re a competitive advantage.
About our Speaker
Theron Skees, former senior creative executive at Walt Disney Imagineering, has spent his career infusing brand stories and narrative into theme parks, destination experiences, and organizations worldwide. Leading projects worth billions of dollars, he now applies his 30+ years of experience as the founder of The Designer’s Creative Studio.
By using Narrative Experience Design to transform customers into engaged audiences, drive business growth, and enhance brand equity, Theron emphasizes that story and experience are core values, not just add-ons, in shaping an organization’s identity.
About Futurespaces
Founded and led by Josh Goldblum (Bluecadet) Futurespaces offers live webinars and in-person tours that provide valuable insights into the creative process of creating contemporary experiences.