Stories was founded in Amsterdam as a new kind of co-working space for a very specific audience: the therapists, psychologists and coaches who take care of everyone else. The founding thesis was simple. Mental health professionals were spending their days giving clients calm, safe, serene environments, then doing their own admin on clunky software in rented rooms that felt nothing like their practice. Stories set out to fix both sides of the problem at once. Physical spaces designed specifically for care, with therapy rooms, co-working areas and community events under one roof, paired with a digital platform that handled bookings, scheduling, peer intervention and client matching in a single, integrated experience. Analogue was brought in before the first location had opened, to help translate an ambitious concept into a brand, a product, and an investor story credible enough to fund the next phase of growth.

Our strategy started from a single principle the founders kept returning to: we take care of you, so you can take care of others. Every decision on the platform, in the interior, and across the brand was shaped by that promise. The identity uses warm, earthy tones and considered typography to create a sense of calm that matches the work happening inside the rooms. The booking platform was engineered around how therapists actually run their days, with real-time availability, easy rescheduling, and a members' layer for community events and peer sessions. Carefinder, the public-facing matching tool, turns the practical act of finding a therapist into something that feels human and specific rather than algorithmic. Signage and interior direction extend the same language into the physical space, so members and their clients recognise Stories before they've read the wordmark on the door. Video and art direction set the tone for how the brand shows up publicly. And the investor deck tied the whole story into a single, fundable narrative. What we built in 2022–23 is now live across multiple Amsterdam locations, supporting a growing community of care professionals and the clients who rely on them. A foundation designed, from the very first sketch, to scale.