We inherit stories long before we begin telling our own. Some liberate. Many confine.ARC™ is a way of designing new stories—stories with structure, psychological intelligence and cultural resonance; stories capable of reshaping perception and behaviour.

The ARC Blueprint is a structured, evidence-aligned framework that integrates the three elements every effective narrative depends on:

• Archetype — the structural patterns the human mind recognises instantly

• Reasoning — the cognitive processes that shape emotion, judgement and decision

• Culture — the metaphors and meanings that make a story feel familiar and relevant

By aligning these three domains, ARC™ reduces cognitive friction, increases emotional engagement and strengthens behavioural follow-through. It is a practical method for designing narratives that reliably move people from passive interest to meaningful investment of time and money. This approach already underpins campaigns generating over £15bn annually and has transformed authors stories.

Why ARC™ Is Different

Most narrative frameworks focus on either structure, emotion or messaging.
ARC™ brings all three together — and adds cultural resonance as a fully integrated dimension.

Traditional story methods (like Three-Act, Hero’s Journey, or Save the Cat) tell you what a story is.
ARC™ tells you how a story works on the human mind.

This makes it uniquely suited to work across:

• books, film, and games

• regenerative and ecological organisations

• individual narrative transformation

ARC™ is not simply a storytelling model.
It is a way of rewriting the deeper narratives shaping culture and behaviour.

The ARC™ Framework

A — Archetype Layer

The structural grammar of human storytelling

Archetypes are universal narrative patterns—neurologically recognised, cross-cultural and evolutionarily efficient.
This layer establishes the underlying architecture of the story:

• plot logic

• momentum and transformation

• tension and release

• heroic altitude (how aspirational or grounded the world feels)

• narrative beats that the brain anticipates

Archetype creates coherence.
It is the skeleton that allows a story to be both familiar and compelling.

R — Reasoning Layer

The cognitive engine that shapes decisions

The human mind does not interpret stories logically—it interprets them psychologically.

This layer maps:

• emotional priming

• attentional forces

• heuristics and biases

• the Feel → Think → Do sequence

• how meaning becomes intention

• how intention becomes action

Reasoning ensures the story aligns with how people actually process information, not how we expect them to.

It is the layer that turns narrative into behavioural movement.

C — Cultural Layer

The symbolic ecology that makes meaning intuitive

People understand stories through cultural reference: metaphor, imagery, tone, shared values and collective memory.

This layer defines:

• metaphorical framing

• symbolic coherence

• emotional palette

• cultural myths in play

• the audience’s trusted references

• the tone and semiotics of the narrative world

Culture determines whether a story lands — whether the audience recognises themselves inside it.

This layer ensures meaning is familiar, safe, and resonant.

What ARC™ Makes Possible

ARC™ is designed not merely to communicate—but to transform.

It allows you to:

• create narratives that cut through noise and cynicism

• reshape inherited cultural scripts

• generate clarity around complex ideas

• design behaviourally intelligent communication

• build stories that audiences adopt, not just consume

• shift worldview, not just engagement

ARC™ is how we create the stories that carry people—and culture—forward.

Who ARC™ Is For

Authors

who write novels, films, and games that challenge inherited cultural narratives.

Regenerative Businesses

pursuing ecological, social, and systemic renewal.

Individuals

ready to rewrite the story they inherited from their culture.