MEet
snowclone
We help people understand
what’s next.
The future doesn’t have an innovation problem. It has a communication problem. Every day, researchers, founders, policymakers, engineers, and institutions build things that could change the world. Most never struggle because the idea isn’t good enough. They struggle because nobody understands why it matters. Snowclone exists to close that gap.
Complex doesn't have to be complicated
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In a noisy universe, clarity is a signal
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Breakthrough tech deserves breakthrough storytelling
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The future doesn't need more content (it needs better content)
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Complex doesn't have to be complicated • In a noisy universe, clarity is a signal • Breakthrough tech deserves breakthrough storytelling • The future doesn't need more content (it needs better content) •
BREAKTHROUGH TECH DESERVES
BREAKTHROUGH STORYTELLING.
A lot of agencies talk about visibility. We think visibility is a downstream effect. First, people have to understand you. Then they have to remember you. Then they have to care. Only then do they invest, support, adopt, fund, partner, attend, share, or buy. That’s why our work sits at the intersection of:
Your next breakthrough deserves an audience
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Every revolution begins as an explanation
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Innovation moves at the speed of understanding
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Great storytelling can change the world
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Your next breakthrough deserves an audience • Every revolution begins as an explanation • Innovation moves at the speed of understanding • Great storytelling can change the world •
A snowclone is a phrase template that becomes part of culture. You use them almost every day.
“X is the new Y.”
“Keep calm and…”
“The future is __________.”
People recognize the structure immediately because they’ve seen it before.
Stories work the same way. The best communicators don’t just create information. They create frameworks people can repeat.
Snowclone was built around
a simple belief:
If people can’t repeat the story,
the story hasn’t landed.
If people can't understand it, they can't believe in it
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The future shouldn't require a glossary
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Clarity creates momentum
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Understanding is a competitive advantage
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If people can't understand it, they can't believe in it • The future shouldn't require a glossary • Clarity creates momentum • Understanding is a competitive advantage •
Meet Sarah
Sarah Dohl is the founder and Chief Explanation Officer of Snowclone Creative. She has spent most of her career trying to answer the same question: Why do some ideas change the world while others disappear?
She's explored that question from Capitol Hill, inside national advocacy campaigns, on conference stages, through viral internet movements, and alongside scientists, founders, researchers, and policymakers operating at the edge of what’s next.
Along the way, she helped launch one of the largest grassroots movements in modern American history from a viral Google Doc, advised organizations navigating moments of rapid growth and public attention, wrote speeches for a U.S. Senator, oversaw digital and communications strategy for a senior member of the U.S. House Ways and Means Committee (during healthcare reform no less), and built communications strategies that reached millions of people. In 2017, she and her fellow Indivisible founders were named among TIME's 25 Most Influential People on the Internet.
But the recognition isn't the interesting part. The interesting part is what it taught her: How attention moves. How trust is built. Why some stories spread while others stall. Why brilliant ideas often fail not because they're wrong, but because they're difficult to explain.
Today, Sarah works at the intersection of storytelling, technology, policy, media, and public understanding. Through Snowclone (and a few images of Albert Einstein dressed like an astronaut), she helps organizations turn complexity into clarity—and clarity into momentum. Without losing the details that matter.
Because the future doesn't become inevitable when it's invented. It becomes inevitable when people understand it.
We've built brands people can't ignore. Sometimes that's because the story is compelling. Sometimes it's because Abraham Lincoln is wearing sunglasses. Ideally, it's both. Illinois Governor JB Pritzker (At Quantum World Congress 2025) thought so.
WHAT WE BELIEVE
(also known as the
Hills we will die on)
We've spent most of our careers helping people explain complicated things.
We've helped launch movements, build brands, explain emerging technologies, navigate high-stakes moments, and turn ambitious ideas into stories people actually understand.
And after years of watching ideas spread—or fail to—we've developed a few opinions.
We don't believe every organization needs more jargon, a longer strategy deck, or another buzzword-filled mission statement.
We believe attention matters. Clarity creates momentum. Boring is a choice. And the last thing the world needs is more content (it needs better content).
Here's what we've learned:
Attention Matters. 👀
Ideas don't change the world if nobody notices them.
Clarity Wins. ⚡
If people can't explain it, it won't spread.
Boring Is a Choice. 🎨
Most organizations underestimate how memorable they could be.
Storytelling Is Infrastructure. 🏗️
Communication isn't decoration. It's part of the system.
The Future Should Feel Human. 🤝
People support what they understand.
Serious Work Can Be Fun. 🦀
See: Albert Einstein and Erwin Schrödinger (and Schrödinger's cat) eating Maryland crabs.
