Real experience before brand narrative
Start with the customer's motivations and experience, then explain the supplier's contribution through what the people involved achieved. The Frameworks argues that authentic storytelling can be creatively ambitious without imposing an overly curated narrative on real people.
For UST, The Frameworks created a film about Nourish + Bloom Market, an autonomous grocery store powered by UST's technology. Founders Jilea and Jamie Hemmings wanted to bring good food to their community's food desert, inspired by their autistic son, Jabari. Their purpose anchored the story; UST's technology explained how the partnership enabled it.
The film included local suppliers, employees, shoppers, UST experts and the founders' family. The Frameworks established the narrative, then let participants tell their stories in their own words. Use that approach to make the customer's experience the substance of the story, not decoration around a supplier claim.
A 2025 survey by Redpoint Insights found that 55% of U.S. professionals influencing, authorising or overseeing software and services purchases identified customer testimonials as trust-building content elements, while 54% identified case studies.
Sources: Telling authentic tales