This paper explores the evolving intersection of design and storytelling, proposing a shift in focus toward understanding how storytelling approaches influence outcomes in design pitches. Drawing on a literature review, four key impacts - ‘Delivering Understanding’, ‘Demonstrating Value’, ‘Stimulating Critique’, and ‘Encouraging Holistic Thinking’ - guided semi-structured interviews with professionals from Unilever and Accenture. Insights from over fifty design pitches were thematically analysed, revealing strong links between these impacts and specific storytelling strategies, including ‘Acknowledging Cultural Perspectives’, ‘Embracing Diversity’, ‘Detailing Concept Development’, and using ‘Imagery and Analogy’. Findings are synthesized in a practical framework: Design Pitch Storytelling: The Impact-Approach Framework.