Jim Humes

Head of Verbal Identity

“I love the process of translating leaders’ big ideas and bold ambitions into stories that help people feel the promise and potential in their bones. Storytelling is an essential element of seeing, believing in, and bringing new possibilities into the world.”

With a passion for closing the gap between strategy and storytelling, Jim draws on his deep experience in writing to frame the most complex business issues in human terms. His career revolves around a belief that humanity, empathy, and emotion are essential ingredients for developing brands, shifting cultures, and accelerating change. He has led strategy and storytelling efforts with leaders at F100 companies, innovative start-ups, and world-changing non-profits. A hands-on writer, he brings his expertise in verbal branding to the strategy process as a means of creating clarity, building alignment, and powering creative expressions.

After stops in journalism and technology start-ups, Jim launched his career at Studio Archetype/Sapient as a leader in their user experience practice. He joined Walmart.com to develop digital products focused on connecting online and in-store experiences. He then returned to consulting at SYPartners where he led strategy, storytelling, and innovation work for some of the world’s most recognized brands. Prior to joining Emotive, Jim was the founder and principal of Throughline Partners, a strategy and storytelling consultancy.

Rice University, BA in English Literature

San Francisco State University, MFA in Creative Writing

Client work: Apple, Belkin, Charles Schwab, Coca-Cola, Crusoe Energy, Dolby, eBay, Everlaw, Facebook, Genentech, GE, GitHub, Guidehouse, HP, Intel, Johnson & Jonson, lululemon, Nike, ServiceNow, Starbucks, Wine.com, Zillow

Awards: AIGA, Henfield/TransAtlantic Review Award, Katherine Anne Porter Award, Pushcart Prize special mention, Her Wilner Award, MacDowell Colony Fellow