Michael Campion: This section addresses the intersection of brand design, product design and communication design. Specifically, how can we infuse the rational and emotional values integral to great storytelling into the design, into the construction of our products and the way in which we communicate? And the key to getting it right is making sure that it's all integrated and working together harmoniously in order to tell a unified brand story.

Bob Sheard: This is not about product, this is not about communication, design, it's not about any of those things singularly. This is about storytelling. I learned this a long time ago when I was the creative director at Converse and later the creative director at an outdoor brand, and I was in charge of all the advertising, all the comms, the web stuff and all that. But I was als o in charge of designing footwear, designing clothing, designing backpacks, designing hardware. And you realize that you're trying to tell the same brand story, but through the medium of material selection or through the medium of construction selection. In the same way, you're trying to tell the same story in comms, through the medium of casting or through the medium of photographer selection or branding. So you're just trying to tell the same story. It's just the media is changing. The things to keep in mind when we are telling stories through the medium of product or the medium of comms is we're trying to do two things, we're trying to make people think and we're trying to make them feel. We're trying to make them think because that makes them aware of the product or comms that we want them to consume, and we're trying to make them feel because that makes them believe in it and we're trying to connect it to their sense of self. Their sense of self whenever you ask someone who they are, they can answer in one of two ways. They can either say 'I am' or 'I do'. So I am a family man or I do creative direction. They can answer in two ways. So what we're doing in storytelling is we're working off those four areas. We're making people think and feel so that they're aware of what we're doing and they believe in what we're doing. We're connecting with their sense of do, I do, because when we're designing a product, they must think it's an obedient product that's going to do what it's designed to do, but their sense of 'I am' because it's got to be a product that has cues that make them want to belong, so belong to the cohort that also consume that product.

And I've got to do a shout out to two people really that in my career that helped me understand this more than anyone. One that is one of the best product designers in the world, a guy called Hervé Bertrand who used to work at FRESHBRITAIN but since become  the design director of some of the biggest automotive companies in the world, and he very much taught me about how you can tell stories through form, construction and material. And then another one is Rachel Thomas, who is an artist of some repute but also worked some time at Fresh, and she just said every choice has a consequence. When you're looking at art or communication, every choice has meaning, even if you don't make a choice. So that's kind of what drives this.