Capturing the human experience
One afternoon, I found myself looking for the door of a makeshift house for an interview. There wasn’t one. A woman emerged behind a piece of tarpaulin, carrying a child on one hip, with an embarrassed smile on her face. She didn’t quite understand why I wanted to talk to her.
It's really simple: like everyone else's, her voice matters. Her story — a mother stumped about why her kids kept getting sick — humanized a campaign advocating for access to the pneumonia vaccine.
That's what stories do. They don't just inspire. They activate.
Hi, I’m Candice. Story Strategist.
For over 25 years I've worked at the intersection of narrative and strategy — as a writer, editor, creative director, and consultant — helping founders, leaders, and changemakers find the clarity that tells their fuller stories, and craft the language that moves people to act.
I call this Narrative Architecture: the strategic design of stories that translate complex ideas and purpose-driven goals into focused messages that drives real change.
My approach starts not with writing, but with listening. Deep, disciplined, ego-free listening. Because the most effective story is never imposed — it's uncovered. It's already there, waiting for the right questions and the right shape.
I work with frameworks, not formulas. Systems, not templates. The goal is always to unveil the truth of who you are and how the world intersects with what you have to offer.
My work has taken me across industries and causes.
I co-founded Imaginable Impact, an inclusion studio that reframes Filipina leadership — building spaces and stories that close gender gaps in leadership and business. Under its banner, I co-lead FoundHer, a community platform designed to unlock the female-led economy. Through our work over the last three years, we’ve amplified 50+ Filipina founders and convened 480+ at our inaugural Summit.
I also curate The Story When. Here, we hold space for family stories — the ones your lola recounted at the dinner table, the ones your tito told every Christmas, the ones your mom would wistfully recount when it’s just the two of you. Every story is a thread that completes the tapestry of Filipino history.
After years of independent consulting and freelance work with purpose-driven organizations, including the World Health Organization, Doctors Without Borders, and AARP, I recently formalized my practice into Cala Story Studio — a consultancy for founders, leaders, and changemakers who need their story unlocked.
You’ll often find me working behind the scenes.
Not because I didn't have something to say — but because I understood early that my role was to get obstacles out of the way so others could do their best work. To listen first. To ask the right questions. To find the thread that ties everything together.
That's still what I do. Whether I'm working with a founder struggling to articulate the vision of the world they're building, a leader navigating a pivotal moment, or a community that needs its narrative captured — I meet you where you are and help you move forward, clearly and confidently.
There are no big or small stories. Only told and untold ones.
"Candice is exceptional at simplifying cluttered messaging and amplifying authentic stories. Her insights and guidance helped shape Spark's identity and brand story — helping us engage with our community better, beyond the crowdfunding platform that many people know us by."
Patch Dulay
Founder, The Spark Project