Introducing Louise Welsby: Our Storytelling Architect
We’re thrilled to welcome Louise Welsby to the team at SS+A. Louise joins us as our newest Associate, bringing her extensive expertise in communications, marketing strategy, and - most importantly - storytelling.
The connection between story and customer experience
We believe that a powerful story lies at the heart of every remarkable customer experience. A story is more than words, it's the narrative that defines who you are, what you stand for, and why you matter to your customers. When seamlessly integrated into your operations, it becomes a compass guiding every interaction, ensuring your brand resonates deeply with those you serve.
A compelling story helps your organisation stand out in a crowded marketplace, connecting emotionally with your audience. It ensures every touchpoint, from your physical environment to digital presence, reflects your unique identity and values. Without a well-defined story, customer experiences risk being disjointed, as illustrated in our Ambience Playbook, where mismatched elements like unsuitable background music can undermine even the most carefully designed settings.
“As a Storytelling Architect, I am passionate about creating narratives that resonate, inspire and drive action. My work is rooted in the belief that every organisation has a unique story to tell, and the way that story is communicated can transform relationships, businesses and communities. I am excited to be able to work with SS+A to support their communication, connectivity and storytelling.”
The sixth sense
Customer experiences engage the five traditional senses: sight, sound, smell, taste, and touch. The sixth sense is what you get when all of these things work in harmony; the overall feeling customers have when their experience aligns with your brand promise. This is where your story transforms from a narrative into a tangible, immersive experience. Every element - your elevator pitch, team training, and sensory design - must reflect and reinforce your story to build trust and loyalty.
Networks: Amplifying the power of storytelling
Storytelling is not just about creating narratives - it’s about connecting those narratives to the right people, industries, and opportunities. This is where networks become invaluable. Our long-standing relationships with leading organisations across retail, cultural and heritage sectors serve as a powerful foundation for creating transformative customer experiences.
Over the past decade, we have worked to cultivate impactful collaborations with organisations such as:
Cultural Enterprises: Together, we’re shaping the future of cultural leadership, using storytelling as a tool to enhance the impact of educational content and conferences.
Museums + Heritage: Our partnership has brought storytelling to life through initiatives like the Ambience Networking Lounge and insightful contributions to M+H Advisor.
Experience UK: Working with international cultural projects, we’ve demonstrated how immersive storytelling can cross borders and bring global perspectives to local initiatives.
Hyve + Spring & Autumn Fair: Bring part of the continual improvement of these vital buying events though Stephen’s work as Chair and our design of the Buyers Lounge.
These collaborations exemplify the power of storytelling in retail, helping brands stand out in competitive marketplaces.
“These networks aren’t just connections—they’re catalysts for transformation,” says Louise. “They provide us with platforms to amplify stories, foster innovation, and build strategies that resonate across industries.”
By leveraging these strategic relationships, we ensure that storytelling is not just a creative exercise but a practical strategy for driving growth and innovation. Louise’s ability to connect narratives to real-world opportunities aligns perfectly with our mission to empower organisations through storytelling and ambience creation.
Why Storytelling Matters
“Storytelling isn’t just about words; it’s about creating experiences. I love uncovering the ‘why’ behind an organisation and weaving that into a narrative that speaks to its audience. Storytelling is the cornerstone of our work—helping clients in retail, cultural, and heritage sectors to design experiences that leave lasting impressions.”
Louise’s ability to balance strategic thinking with creativity aligns perfectly with the SS+Amission to help organisations thrive by enhancing their customer experience. Together, we’ll continue to work with organisations large and small—locally, nationally, and globally.
Welcome to the team, Louise!