Pro-Story.
Pro-Strategy.
Anti-Content.
Every brand claims the mantle of “storyteller” these days, in buzzy blogs, glossy videos, and quippy posts. But telling stories is not the process of creating content.
It is the art of encoding meaning.
A well-formed brand reflects the voice, experience, and animating spirit that is singular to it. It earns the kind of trust that doesn’t need to be explained.
At Looking Glass Strategies, we investigate the gap between what you’re saying and what your audience is actually hearing. The result is a narrative architecture that doesn’t just tell your story… it gives your audience a reason to tell it for you.
The Looking Glass perspective
Vision
A marketplace of meaningful brands powered by authentic stories.
Mission
To help brands discover, craft and activate strategic stories that open doors and close deals.
Approach
We start where the gap is. Every brand has a story worth telling and an audience worth reaching. We use narrative to close the distance between them.
Two Lenses, One Focus
Our work sits at the intersection of narrative craft and strategic execution.
When The Story Matters, So Does how It’s Told
(Click on the images below to view selected case studies.)
Experience We Bring
The combined professional histories of LGS team members include brand, narrative, and experiential work with these organizations.
The Principal
Liz Sánchez Rasking
Founder | Director of Strategic Development
Liz Sánchez Rasking thinks like an engineer and operates like a detective. Her degree in Chemical Engineering taught her to reverse-engineer complex systems. Over two decades of cross-industry business development taught her to apply that same rigor to organizations, markets, and the stories they tell about themselves.
She has led brand and business development work across industries as different as industrial manufacturing, themed entertainment, and nonprofit advocacy. What she’s found consistent across all of them: the gap between what an organization believes about itself and what its audience actually experiences is almost always where the real work lives.
Born and raised in Southern California, she brings a cultural fluency and directness that cuts through the noise most brand conversations generate. She founded Looking Glass Strategies because she kept watching organizations invest in content when what they needed was clarity.
The Collaborators
Jared D. Wells
Co-Founder | Director of Narrative Development
Reared in the cornfields of Indiana, Jared eschewed his rustic origins shortly after graduating Ball State University with a self-designed degree in Narrative Brand Promotions. His lifelong fervor for delighting audiences led to a storied career as a show writer, experience designer and creative director in Orlando's themed entertainment industry.
Crafting narrative-driven experiences for clients as diverse as the Walt Disney Company, the EPA, and Airbus, he has developed a versatility of voice that is both rare and deliberate. Jared believes every brand has a singular story worth telling, and that finding it is never as straightforward as it looks. He co-founded Looking Glass Strategies to build a practice where that kind of rigorous, unhurried work is what the model is designed for.
Natalie Nielsen
Creative Producer
Natalie is an empathetic and strategic creative producer with over 10 years of experience in the themed entertainment industry. She is fueled by a deep comprehension and connection with the art of experience design and is armed with a solid background as an award-winning independent film director and producer. This has supported her goal of empowering teams to stay true to the creative vision and technical feasibility of a project while always prioritizing a client’s goals and expectations.
Her projects have ranged widely from exclusive music festival experiences, detailed props packages for cruise ships, to full rethemes of theme park lands for clients such as Walt Disney Imagineering, The Hershey Company, and United Parks and Resorts.
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Before we build anything, we read the room.
A Brand Audit is a rigorous examination of how your story lands in the real world… what your digital presence signals, where your competitive postions holds, and where the gaps exist between perception and reality.
You leave with clarity on what’s working, what isn’t, and where the opportunity lives.
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Your brand’s truest narrative isn’t written at the top. It lives in the people closest to it.
Brand Insight Mapping Sessions bring together a curated cross-section of your stakeholders to surface the stories and aspirations your brand needs to reflect.
The result is the raw material for something real.
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The Narrative Development Plan is where the investigation becomes a blueprint.
Drawing on Brand Insight Mapping data and competitive analysis, we build a narrative architecture and strategic roadmap that gives your brand a clear voice, a coherent story, and a direction your entire organization can act on.
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Having a brand narrative is one thing. Deploying it consistently across every touchpoint is another.
Under our creative oversight, your story won’t get lost in translation as it moves from strategy to execution, across media, audiences, and experiences.
We stay in the room so the work stays true.
Tools Of The Trade
Not every conversation starts with a calendar invite. Whether it's a brand question, a business puzzle, or just a hunch you can't quite shake — send it our way.
We read everything, and we write back.