Dive Club 🤿 Julian Lehr - How storytelling works at Linear
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Jul 2, 2025 Julian Lehr, the storytelling lead at Linear, shares insights on enhancing product communication through narrative. He highlights the importance of storytelling in differentiating products in the AI era. The conversation dives into Julian's creative process, the interplay between design and copywriting, and how effective visual messaging can elevate user experience. Julian also discusses the evolution of Linear's branding strategy and the innovative collaboration within their in-house creative studio to develop compelling narratives.
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Writing as Design
- Copywriting's impact relies heavily on how the text looks and feels visually, not just the words.
- Good writing involves the integration of design, content, and engineering to craft an appealing experience.
'Hands of God' Visual Story
- The 'hands of God' visual was created for Linear’s Agents feature to abstract complexity and intrigue users.
- This metaphor captures AI's role as a powerful teammate working alongside users.
Collaborative Creative Process
- Start storytelling projects by collaboratively exploring many rough ideas in Figma through back and forth iteration.
- Accept early messiness and slow progress until the right concept naturally emerges.