ABSTRACT
The successful design of an Integrated Storytelling structure is built from multiple layers that integrate both horizontally and vertically. The horizontal integration is the extension a Story Sphere placed on a horizontal plane. It allows the audience to navigate the content of a storyverse and extend the reach of the story across the platforms where its content is based. The vertical integration is the mechanics and the organisational structure that supports each element of the story experience, often out of sight of the audience. It may be the digital structure of a website that is supported by the governance structure of an integrated marketing team. The audience only engages with the layer they travel, as they engage with the story horizontally, but just as the iceberg, the majority of the structure lies beneath the surface.
