Optimizing Data through Storytelling

September 18, 2025 by tbc-admin

Optimizing Data through Storytelling

Written by: Emem Seno
Graphics by: Sophia Puerto
Posted on: Sept. 18 ,2025
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We often hear the line "Data is King," but there is more to that.

Data is the foundation of any good design. As a brand design studio, we know data gives us insights into our users’ needs and behaviors. But on its own, data can be dry and difficult to understand. The precision and calculation can come out as cold, emotionless, and unrelatable to people.

We’ve been taught that data should speak for themselves, as we believe it should. Data is the center of every business and organization. It tells us the strengths and weaknesses of a design and shows growth opportunities as well. But how might these numbers become more relevant to your clients?

That’s why the great King needs his partner.

If Data is King, Storytelling is the Queen.

Storytelling is the art of using words and visuals to communicate complex ideas that are both clear and compelling. It allows us to turn data into something meaningful and relatable to our audience.

When we optimize data through storytelling, we create brands that are not only informative but also engaging and persuasive. We help our users understand the data and inspire them to take action.

When you have good data, the story brings it to life. Storytelling guides your listeners toward making the right choice, or so we call it, “Choice Architecture”.

A brand’s story is supported by data, and data should be combined with exemplary storytelling to resonate with your listeners.

And with their just rule, the kingdom prospers...

Data and storytelling are two of the most potent tools brand designers have. When used together effectively, they can produce informative and engaging designs for a broad audience. By optimizing data through storytelling, businesses can create strategies that help their patrons understand their advocacy and expertise and then inspire them to take action and participate in your story.

As Cebu’s design philosophy continues to evolve and become a source of inspiration for future generations, one thing remains true – no matter the season, Cebuano brands and Cebuano creative professionals prove that brands can remain deeply local while appealing to international markets. By embracing this unique creative DNA, brands are crafted in ways that are both authentic and universally resonant. Here are five considerations to achieve this:

A good brand has both - data to validate and a good story that inspires audiences to take positive action.

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Graphic design, illustration and design support for one of the largest retail chain in the Philippines.

SM Seaside City Cebu

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Rooted in Tradition, Designed for the World: Cebu’s Branding Influence

September 3, 2025September 2, 2025 by tbc-admin

Rooted in Tradition, Designed for the World: Cebu’s Branding Influence

Written by: Leu Manuel
Graphics by: Sophia Puerto
Posted on: July 29,2025
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International cultural acknowledgment, let alone a UNESCO designation, serves as a validation of cultural innovation and artistic excellence. Being recognized globally for a society’s resilient, sustainable and inclusive approach to creativity is an achievement that not many can attain (or even try so). When Cebu was designated as a Creative City of Design in 2019 and joined the prestigious UNESCO Creative Cities Network in 2023 – it set a precedent, inspiring communities to embrace their cultural identity and leverage it for global impact.

Long before the UNESCO spotlight, Cebu has been a dynamic center for craftsmanship, innovation, and cultural storytelling. Its rich cultural heritage and ability to blend tradition with modernity have somehow led to branding success stories that extend beyond its shores.

This seamless fusion of heritage and contemporary design is best exemplified by the province’s annual celebration of Sinulog, the longest-running festival in the Philippines, where ancient traditions are vibrantly reimagined for the modern-day society. It’s this very ability to breathe new life into tradition, while maintaining its core essence, that mirrors our approach to “co-creating impactful brands.”

Where culture inspires commerce

With a deeply rooted sense of identity and thoughtful design sensibility, branding and product design studios like The Backbone, collaborate with businesses to translate cultural narratives into distinctive brand experiences that resonate beyond regional boundaries.

Cebuano brands like Bez Acre and Hemera Spa Lounge illustrate this successful collaboration as both enterprises were semi-finalists for the ASEAN-Korea Excellent Design Award—an achievement that reflects the global appeal of Cebu’s design philosophy.

Bringing Cebu’s Creative DNA into a Brand’s Strategy

1. Root Branding in Cultural Identity – Whether through storytelling, visual elements, or language, incorporating cultural authenticity strengthens brand narratives and builds trust.

2. Balance Aesthetic and Meaning – Design should go beyond aesthetics; it must communicate a brand’s deeper philosophy, values, and mission to create lasting connections.

3. Prioritize Experience and Emotion – Every brand touchpoint, from packaging to customer interaction, should evoke emotions and create meaningful experiences that leave an impression.

4. Infuse Storytelling with Strategy – Successful branding tells a story. Brands should weave their unique origins, values, and aspirations into their identity to create an emotional connection with their audience.

5. Adapt for a Global Audience While Staying Authentic – Cebu’s branding success demonstrates that a strong local identity doesn’t hinder global appeal. Instead, it enhances relatability and sets brands apart.

Ultimately, Cebu’s status as a UNESCO Creative City of Design serves as a reminder that impactful branding doesn’t rely on scale but on authenticity, craftsmanship, and cultural depth. Through projects like Bez Acre and Hemera Spa Lounge, we continue to champion Cebu’s creative DNA, proving that a well-crafted brand can leave a lasting mark—no matter its size and origin.