In my research, I explored the relationship between design process and organisational strategy through a storytelling lens. I began by reviewing literature on storytelling in society, then examined how designers and strategists apply storytelling in their fields. By comparing these perspectives, I uncovered shared principles, particularly the human-centred focus on building relationships and constructing identities. Both fields value emotional resonance, often achieved through characterisation. I argue that stories emerging from collaborations between designers and organisations can impact employees by fostering community, constructing meaning, and driving change. Viewing these collaborations through storytelling offers deeper insights into design’s organisational influence.