How do we connect our heritage with digital change?

Hear from the people closest to the change, choosing interviewees with firsthand knowledge of the organisation's history and digital development. For its Wimbledon and IBM campaign, The Frameworks identified IBM and AELTC team members closest to the story and chose a documentary format to bring their authentic voices into the account. The interviews captured pride in Wimbledon alongside experience of the partnership, giving the story both historical continuity and a perspective on digital change. Before asking formal questions, director Trey Farley spent time establishing a connection with each interviewee, including through details visible in their homes during remote filming. Use that approach to give people room to express their experience and enthusiasm, rather than treating interviews only as a way to collect factual statements.

Organise historical material around story themes, grouping photographs, footage, documents and interview transcripts according to the changes the audience needs to understand. For the Wimbledon and IBM campaign, The Frameworks sifted through 31 years of Wimbledon history, including past websites, documentation, team photographs and video. Creative Director David Alexander arranged usable assets into groups aligned with the themes of the shorter films. Editor Emma Rasmussen also reviewed the archive and created a thematic system so she could retrieve material quickly. Interview transcripts were prepared as recordings were completed, allowing The Frameworks to highlight sections essential to each film. Follow that sequence: review the archive, organise material by theme, and connect relevant interview extracts with historical assets before assembling the story.

Build one narrative with focused supporting stories, connecting heritage, digital reinvention and future implications rather than presenting separate accounts of each. For Wimbledon and IBM, The Frameworks planned an overarching campaign film that would also become five shorter, shareable videos, called "sets". The story needed to accommodate Wimbledon's legacy, digital transformation and an update with implications for the future of sport. The shorter films gave individual themes a defined place within that larger account, with interview extracts selected for each set. A 2025 survey by Wynter found that 14% of surveyed B2B SaaS marketing leaders at companies with revenue above $50 million identified confusion caused by brand evolution as a messaging mistake. Keep each supporting story tied to the same account of where the organisation has come from and where it is going.