The hyper-focus of Cyber Threat Intelligence (CTI) on structured tradecraft techniques aimed at understanding patterns and methods used by threat actors to conduct attacks is universally accepted. It remains a valuable undertaking that keeps companies safe and decision-making proactive. For all its objectivity, CTI is an exercise in influence and political capital in most enterprises. To resonate with customers, intelligence practitioners must provide sound analysis that honors the art of storytelling. The merits of good writing in CTI are well known, but communication is encapsulated in the entire sensory experience for the reader. This is where design principles baked into the intelligence lifecycle make its mark.