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Making an Impact through Storytelling and Data

Four Fin Storytelling and Data
Advice from a web design agency on the power of impact stats. Four Fin's Creative Director Jen Derks breaks down this key element of brand messaging.

For me, a practical creative, true impact on your audience takes more than a really sexy website (but that too). You need both looks and substance to be attractive. We all know this from our dating lives. One solid way to have an impact on your audience is to share the impact of your business.

So meta I know. 

No good story today is complete without data. It should have more than that; it should have heart too. But data helps to ground emotion in the tangible. Gathering impact stats is important in today’s data-driven world. But what numbers should you track? 

  • If I told you the number of hours Four Fin spends on design projects this year, you would not care. 
  • If I told you that 15 of Four Fin’s clients sold or received additional funding after working with us, you might care. 

The might is important, because it shows that the impact of our work, and how we talk about that impact is only as important as our desired audience thinks it is. And the metrics we as a creative agency focus on, tell a story in themselves. 

By telling you impressive stats, I am inadvertently telling you what we at Four Fin care about and measure. 

  • If I told you that we’ve grown year over year since our founding, you’d know that growth matters to us. 
  • If I told you that we have completed over 70 brand sprints, you’d know that I care about dialed processes and niched expertise. 

So… what matters to you and your company?  

What matters to your direct audience? 

Finally—and this part is an often overlooked consideration by young and thirsty entrepreneurs—what can you realistically track on an ongoing basis from a capacity and logistics standpoint? We call this “sustainable branding” because brands are built over time and you have to be able to keep up with the story without burning out resources.

The below diagram shows the intersect where impact stats truly can have, well, impact, on your brand. 

Impact Venn Diagram

Finding those golden metrics to track here will set you up for success, not only with branding and marketing, but in business. This alignment of mission internally and externally is ensuring that the results you are focused on as a team are the same results that your market craves (even if they didn’t realize it yet). 

This alignment is something your branding agency can help you hone in on, but ultimately, it’s up to you to define those metrics for your business. You know why you are here, and what numbers you want to shift. 

All companies have an impact. 

Is yours aligned? 

Is it being shared in a compelling way? 

Is it helping your brand make waves?

Our branding agency has adopted “Quarterly Themes” to guide our own internal learning and development. One recent theme was a broad one: impact. Check out a recent post to see what the Four Fin team said about what impact meant to us, our work, and our clients.

Not sure if your brand is well-defined? Book a brand check-up with a Fin.

Deep dive

We care deeply about sustainability branding, graphic design, industry trends, company culture, and more. Dive into the minds of our team on the Four Fin blog, The Deep End.

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Carly DeMento

Carly DeMento

Content Strategist + Copywriter

Wordsmith, strategist, and overall language ninja.



Curious & Inventive
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Janelle Monae
  • Give her a snack and she’ll love you forever. This is one extremely food motivated human. Tacos, cheese n crackers, and dark chocolate are all accepted forms of currency.
  • She once traveled around the world by herself in less than three months. Her favorite places on the planet (so far) are Chiapas and Sicily. 
  • Her first word was moon.


Evan Shulman

Evan Shulman

Brand Strategist

In order to make big waves (and have fun riding them!), helps craft a solid, substantive, (super bad) soul of a brand.



Fun-loving & versatile
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  • Proud 90’s U.S. Space Camp Graduate where I got as close as I was gonna get to my kid aspirations of being an astronaut. Now super happy to be an Earthonaut (like you).
  • For fun I read wikipedia articles, watch youtube explainers, and look up the etymology of words, often leading to waaayyyy too many tabs open in my browser.
  • I’ve DJed on an art car at Burning Man. My “theme song” is what got the vibe going.