What Storycraft Lab does

Storycraft Lab is a privately-held creative agency and human experience research and design lab founded in 2015, headquartered in Bowie, Maryland. The company builds behavioral-science-informed frameworks and facilitation services that help enterprise organizations improve team belonging, collaboration, and audience experience design. Its core technology centers on the Experience Profiles platform (exprofiles.io) — a behavioral insight tool that maps audience preferences, motivations, and engagement styles — alongside the Wheel of Belonging framework (wob.storycraftlab.com), the Collaboration Compass, Group Matching, and supporting published research such as the BECI Framework WonderPaper. A registered trademark covers the Wheel of Belonging framework, and certification programs train external practitioners to deploy the methodology inside client organizations.

The company monetizes through five streams: custom enterprise workshops and Lab Activations delivered as professional services; subscription access to Experience Profiles and Wheel of Belonging dashboards and tool licensing; certification programs priced at $1,500 each (Experience Profiles Practitioner Training, Agents of Belonging Facilitation Certification); the Belonging Playbook publication at $79.99 per copy; and bundled multi-year enterprise contracts quoted on application. Distribution mixes direct enterprise field sales (targeting Fortune 500 buyers with the [email protected] intake), self-serve e-commerce through the online store, and a deeper events-industry channel via the RainFocus platform integration.

Operations run on a lean team of approximately 12 people led by Founder and CEO Naomi Clare Crellin, with a VP of Creative Strategy and specialized roles spanning design, communications, audience insights, sales, development, and business management. The company is founder-owned, with no disclosed outside equity, debt, or institutional investor. Its book of business spans marquee enterprise clients across technology (Google, Workday, Intel, Trimble, Celonis), government and cultural institutions (NASA, Smithsonian), professional services (Deloitte), finance (Kyriba), healthcare (National Council for Mental Wellbeing), meetings-and-events (RainFocus), and nonprofit leadership (C200, ASUG), positioning the firm as a high-end boutique rather than a scaled platform.

Name

Storycraft Lab

Legal name

Storycraft Lab

Website

https://storycraftlab.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Storycraft Lab is a private behavioral science-informed creative agency that helps enterprise organizations build team belonging, improve collaboration, and design audience experiences through proprietary frameworks, certified practitioner training, and custom workshops.

Ownership category

akta.pro rank

Headquarters

HQ city

Bowie

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Training and Certification Programs: Revenue from certification programs including Experience Profiles Practitioner Training and Agents of Belonging Facilitation Certification, which include training, tools, and ongoing support.
2. Workshop Facilitation Services: Custom workshop design and facilitation for organizations including Belonging Workshops, Storycraft Workshops, and team transformation sessions. These are delivered by the Storycraft Lab team at client sites or events.
3. Event Activations: Lab Activations bring Storycraft Lab facilitators and proprietary frameworks to client events to surface real-time audience insights and drive strategic alignment.
4. Tool Licensing and Dashboard Access: Organizations can access Experience Profiles quiz tools, Wheel of Belonging tools, and dashboards with reporting capabilities for ongoing use within their teams.
5. Publications and Books: Sale of The Belonging Playbook, a practical toolkit guide for building cultures of belonging, sold at $79.99 per copy.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Storycraft Lab is a human experience research and design lab that combines behavioral science, storytelling, and design to deliver proprietary frameworks (Experience Profiles, Wheel of Belonging, Collaboration Compass) and professional services including custom workshops, event activations, team transformation programs, and certification training for enterprise organizations. Their offerings span diagnostic tools hosted on experienceprofiles.io and wob.storycraftlab.com, facilitator certification programs, custom workshop facilitation, and a published practitioner toolkit (The Belonging Playbook).

Product overview

Storycraft Lab is a human experience research and design lab offering a portfolio of behavioral science-powered tools and professional services. The core product is the Experience Profiles platform (experienceprofiles.io), which includes a behavioral insight tool for understanding audience engagement and a Teams version for internal team dynamics. Supporting this platform are Practitioner Training certifications for independent deployment. The Belonging vertical includes the Wheel of Belonging framework (wob.storycraftlab.com), the Belonging Playbook toolkit, and the Agents of Belonging (ABF) Certification program. Additional offerings include the Collaboration Compass strategic framework, Group Matching data-driven tools, Lab Activations event services, and Storycraft Workshops. The portfolio is complemented by research papers (WonderPapers) including the BECI Framework, Building Belonging, and Trends in Experience. The products work together to help organizations design experiences, build team culture, and foster belonging through empathy-driven approaches.

Differentiator

Problem solved

Functional benefit

Brands

• Experience Profiles: A behavioral insight tool designed to help organizations understand how people engage with experiences, events, and environments by identifying audience preferences, motivations, and engagement styles.
• Belonging Playbook
• Wheel of Belonging
• Agents of Belonging Certification
• Collaboration Compass
• Group Matching

Products and services

• Experience Profiles A behavioral insight tool designed to help organizations understand how people engage with experiences, events, and environments by identifying audience preferences, motivations, and engagement styles.
• Experience Profiles for Teams A version of the Experience Profiles platform that goes beyond simple personality tests to understand how teams prefer to engage and collaborate, revealing patterns across teams to help leaders build stronger collaboration, reduce friction, and design workflows.
• Experience Profiles Practitioner Training A certification program that equips facilitators, consultants, and internal leaders to apply the Experience Profiles methodology within their own organizations, priced at $1,500 and including quiz access, dashboard with reporting, a guidebook, card kit, practitioner community access, and dedicated company-branded quiz links.
• The Belonging Playbook A practical toolkit packed with actionable exercises to turn principles of belonging into practice, grounded in behavioral research and real-world testing, sold at $79.99 per copy with bulk order options.
• Agents of Belonging Facilitation Certification An expert training program priced at $1,500 that equips leaders, facilitators, and community builders with credentials to lead with belonging and facilitate deeply connective exercises, including Wheel of Belonging tool access, training on methodology and Belonging Playbook interpretation, Story-Sharing session design training, strategic applications workshops, and optional roster placement for referred work.
• Wheel of Belonging A foundational framework that visualizes the pathway to belonging through eight specific emotional touchpoints: Empowerment, Freedom to Be, Purpose-full, Fulfillment and Joy, Love and Appreciation, True Authenticity, Thinking Differently, and Universality.
• The Collaboration Compass A strategic framework and interactive game designed to build collaboration fluency across organizations through guided activities exploring decision styles, communication patterns, and collaboration preferences.
• Group Matching Data-driven tools that use Experience Profile data to intentionally align team members for optimal chemistry and performance in mentorships, workshop flows, and networking pairings.
• Lab Activations Event-based activations that transform passive attendance into active co-creation using proprietary frameworks like Story-Sharing and Ikigai Insights to surface real-time audience insights and drive strategic alignment.
• Storycraft Workshops Customized facilitation sessions that help teams navigate complex content and generate cohesive, actionable strategies, empowering leaders to build trust through empathy and teams to mitigate burnout by fostering psychological safety.

Quantifiable outcome

• 95% of retreat participants found workshops valuable and impactful (Fortune 50 tech company)
• +5 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• RainFocuscoreTechnology or IntegrationStorycraft Lab integrated their Experience Profiles tools directly into the RainFocus platform to provide a seamless and personal experience for RainFocus Insight 2026 attendees. The collaboration enabled 70% of attendees to complete the quiz (5X standard survey engagement) and provided more actionable data for RainFocus to support their community.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Humu: People science platform built around behavioral nudge methodology to drive belonging, inclusion, and team performance — directly comparable to Storycraft Lab's behavioral-science approach and enterprise buyer profile.
• BetterUp: Enterprise coaching and people development platform with measurement-driven behavior change — comparable target buyer (large enterprise HR/L&D), behavior-change methodology, and recurring-license revenue model.
• Praxis Labs: DEI learning and experience platform for enterprises that uses VR and behavioral science to drive inclusion — comparable methodology stack and enterprise buyer to Storycraft Lab.
• Emtrain: Workplace culture analytics and training platform combining behavioral diagnostics with enterprise training content — comparable to Experience Profiles/Wheel of Belonging in pairing measurement with culture programming.
• Quantum Workplace: Employee engagement and belonging survey/analytics platform serving mid-market and enterprise — comparable measurement-led approach and HR buyer to Storycraft Lab.
• Kanarys: DEI analytics platform measuring belonging and inclusion metrics inside enterprises — comparable measurement-led approach and target HR/DEI buyer to Storycraft Lab's Experience Profiles.
• LifeLabs Learning: DEI and leadership training firm selling facilitator certifications and workshop programs to enterprises — closely comparable to Storycraft Lab's certification-plus-workshop model and Fortune 500 buyer base.
• The Other 80: DEI facilitation and consulting firm running workshops, retreats, and certification-style trainings for culture work — comparable offering mix and target buyer to Storycraft Lab.

Broad incumbents

• IDEO: Iconic design and innovation consultancy running workshops and experience design engagements for large enterprises — overlaps with Storycraft Lab's workshop and experience design services but operates at much larger scale across many categories.
• CultureAmp: Employee engagement and performance platform used by enterprises — overlaps with Storycraft Lab's team-experience diagnostics but operates at much larger scale across a broader HR product suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xinstagram.com/storycraft_lab/?hl=en
• Facebookfacebook.com/StorycraftLab
• LinkedInlinkedin.com/company/storycraft-lab
• Instagraminstagram.com/storycraft_lab/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Storycraft Lab