We design custom narrative strategies and build editorial systems for influential organizations and people.  

SCALE YOUR STORY

Narrative Strategy

The north star

First we design the frameworks that translate complex ideas into clear, compelling messaging.

Editorial Systems

The launchpad

Then we build the workflow that enables ideas and content to scale.

Infrastructure for Ideas

Creativity / Consistently

Jenna Scatena

Founder + Creative Director

Whether I'm restructuring a global content team, leading a newsroom, or guiding a group of writers across a foreign country with little more than a leather journal, the goal is always the same: to give people a creative process that continues working long after I've stepped away.

For most of my adult life, I've been fascinated by the invisible structures that help stories emerge, evolve, and ultimately make it onto the page and into society. The process behind the process.

What I've learned is that exceptional writing rarely comes from good writers alone; it comes from strong creative systems.

Over the years, that fascination has taken me on many journeys that have turned into my life’s work: Writing in-depth features on the forces shaping our world as an international journalist, connecting people with their innate author through immersive writing programs, and leading editorial teams to national recognition.

Through my work at Lede Studio, it means helping organizations build the infrastructure that allows quality content to scale.

Sometimes that involves a whiteboard. Sometimes it involves a whistle. Sometimes it involves a shovel.

But it always involves a pen, a bright team, and the belief that the best stories only need the right path into the world.

“Jenna’s expertise was critical to our business, and her contribution was a huge support to our leaders and teams across the globe.”

— Mathieu Mahmou, Corporate Affairs Manager, Levi Strauss & Co.

  • "Jenna is a rare combination of strategic thinker, talented storyteller, and inspiring people manager. I was lucky enough to work with Jenna during our launch and her contributions from a leadership and editorial perspective were absolutely invaluable. She always leads by example to create an open, transparent, and supportive culture among the teams she manages."

    — Tiffany Linn, CEO, ATLIST

  • "Jenna has been a trusted partner and advisor through a pivotal growth period for our startup. Her leadership was instrumental in the development of our brand, processes, and content marketing strategy. Her ability to step back, see the bigger picture, and align our efforts with our vision, mission, and values really helped us transform our brand."

    — Alex Boches, COO, Baze

  • "I can't imagine anyone who brings more talent and energy to an editor position than Jenna does. She's both a big-picture person, pitching inspired stories and concepts, and a details person, executing the crucial day-to-day stuff with seriousness, tirelessness, and abundant humor. It's rare to find someone who can do all this as well as Jenna can, and she does it with aplomb."

    — Jon Steinberg, Editor in Chief, San Francisco magazine

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