THree dimensions of Story

Let’s talk about selling stuff, because (whether we like it or not) it’s a huge part of graphic design, branding, and creative strategy. Selling a wild, out-there idea or even just a regular ol’ product, it all boils down to this: telling a story people actually give a shit about. That’s the secret sauce. And look, I’ve been reading Junior: Writing Your Way Ahead in Advertising by Thomas Kemeny (shoutout to Tommy K), and it’s made me rethink how I approach branding, ad campaigns, and design work. He talks about these three storytelling ideas from the Greeks, and let me tell you—they still hit.

LOGOS

Make it make sense. Please.

Here’s the deal: Learn the damn product. Like, really get into it. Find the thing that makes it special, that one detail that makes you go, “Ohhh, okay, this actually slaps.” That’s the foundation. Not just to make you sound smart (although, yeah, that helps), but because when you care about the details, it shows. You’re not just paid to make things pretty. You need to make them make sense and CARE about making them make sense. Clients see it. And when clients see it, they’re like, “Yeah, let’s let them cook.” That’s when you can start taking big creative swings. If you can see beauty in the facts, like, actual Glen Powell beauty, then congrats, you’ve struck gold. This is the bedrock of effective product marketing and design thinking.

PATHOS

I’m so dead inside, please, I just want to feel something. Anything.

Emotion is the engine. It’s what gives a product a heartbeat. Without it, your campaign is just… a flat line. It has to have heart like John Starks. Pathos is about finding that little hidden truth that connects people to the product. Maybe it reminds them of a specific time, or maybe it just makes them smile for no reason at all. Whatever it is, it works. But emotions? They’re a little spicy. Use them right, and you’ve got magic. Use them wrong, and it’s a mess. Pro tip: write the same ad with three different emotional tones. You’ll see how wildly it changes. You’ll find angles you didn’t even know were there. This is how you tap into human-centered design and create campaigns that resonate.

ETHOS

What the hell are you, and why should I care?

Trust is the whole game. If people don’t believe in you, it’s over. A brand has to convince people it’s worth their time, worth their money. There’s a million options out there. Phones, shoes, comics, Roblox, pro wrestling, headphones, whatever. They’re all kind of the same thing at their core. Metal boxes. Plastic shells. What makes one stand out? It’s the vibe. It’s the belief that this brand gets you, that it’s for you. That’s how you win. Building trust is essential in brand identity, storytelling, and advertising campaigns.

So yeah, logos, pathos, and ethos. That’s the play. Try running it to sell it with your brain, your heart, and (gulp) maybe your soul? If you do it right, you’ll make something that actually matters. Whether you’re working in branding, advertising, or creative direction, these principles are timeless. They’re the backbone of every successful campaign and the secret to creating design work that not only looks good but sells.

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