Overview

Yes Theory isn’t just a content brand — it’s a global movement. But as their visibility grew, so did the complexity of saying “yes” to outside partners. Brand alignment became the bottleneck. Everyone wanted to sponsor a video. Almost none understood the soul of the story.

We were brought in to solve the paradox: how do you scale storytelling partnerships without selling out? How do you enable outside creators to represent a message they didn’t start — without breaking what made it real?

Approach

We began by identifying the non-negotiables: truth-driven story arcs, challenge-led structure, and emotional tension that resolved inward — not just outward. From there, we engineered the Brand Narrative Mesh, a layered system that ensured all partner briefs, creator prompts, and final cuts adhered to Yes Theory’s message architecture.

It wasn’t a style guide. It was a belief system broken into repeatable story scaffolds.

Next, we developed a Creator Alignment Program, designed to onboard new voices who lived the values — adventure, discomfort, honesty — without needing to mimic the core team. The system included:

• Storybeat template frameworks
• Emotional arc mapping (Challenge → Conflict → Reflection → Internal Shift)
• Branded captioning & title rhythm
• A mission-language glossary for copywriters and editors

Each creator was matched with a partner initiative (e.g., global education, mental health access, refugee storytelling) and tasked with a scoped series of short-form videos and one mini-doc. Final editing went through a shared Miro x Notion feedback layer — where timing, theme, and tone were peer-reviewed.

Within 60 days, 22 creators produced 130+ mission-aligned assets — with a 94% audience approval rate based on in-video polling.

Every partner campaign that passed through the system reached both scale and soul — and became the new model for values-based influencer storytelling.