Theory and Stone

DESIGN

MEDIA

Film Distribution & Marketing,
2022 - 2025
New York, NY

A collection of films distributed under a two year deal in partnership with IFC Films.

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###NAACP

Social Media Campaign Research, 2020
Washington, DC

Researched data and stories that informed narrative strategy for the #BlackTheVote, #Enough, and #WeAreDoneDying campaigns.

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Marvels of Media

Project Management: Film Festival
New York, NY

A film fesival centering the work of neurodiverse media makers at The Museum of the Moving Image.

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Gursha

Public Relations & Comms Strategy: Book Tour, 2025
New York, NY

Provided media placement and public relations support to Chef Beejhy Barhany for her inaugural cookbook, Gursha (Penguin Random House, 2025).

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ArtCor

Comms & Growth Strategy
Washington, DC

Press outresach, awards submissions, and events and programming consulting for a gallery based in Washington, DC.

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CoDesign Collaborative

Growth Strategy, 2026
Boston, MA

Consulting in development, partnerships, and fundraising for a 15-year-old 501(c)(3) that inspires social change through design.

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THEORY AND STONE

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Theory and Stone is a consultancy that partners with founders, artists, and visionaries to translate ideas and intuitions into concrete solutions and scalable strategies.

Grounded in design and market research, Theory and Stone develops relevant, tangible outcomes from even the most ambiguous creative briefs.

Meet the Founder

Eden Elam, MFA, is a multidisciplinary designer, strategist, and account manager with a career spanning film, tech, social impact, and design. She specializes in shaping distinct brands, experiences, and narratives that resonate and create enduring impact.

She currently serves on the Board of Directors of AIGA DC and on the Alumni Council of The New School University.

Skills

Communications Strategy:

Multi-channel strategy
Content planning
Visual storytelling
Partnership strategies
Press outreach

Graphic Design:

Adobe Illustrator
InDesign
Figma
Canva
Branding

Web Design:

Cargo
Squarespace
Wordpress
Readymag

Design Research & Strategy:

Participatory design workshops
Speculative-design
Journey mapping
Cultural probing
Systems Mapping
Interviewing
Service blueprinting

Growth Strategy:

SEO optimization
Owned, earned, and paid media integration
Events, panels, and live programming
Social media and platform strategy
Newsletter strategy

Awards

Spark Impact Award
2025

Design Leadership Award
Parsons School of Design
2023

Current Projects

The District Vanguard

ArtCor

CoDesign Collaborative

Last Updated 1.6.2026.

The District Vanguard

Logo & Web Design, 2026
Washington, DC

A logo and website for the launch of a digital magazine that profiles the work of Black artists and designers in and from the Greater Washington, DC area.

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The Davidian Group

Logo & Web Design, 2025
Concord, MA

Logo and website design for the launch of The Davidian Group, a landscape architecure firm based in Concrod, MA.

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Unboxed

Logo, Print, Exhibition Design
New York, NY

Graphic and exhbition design for a cultural provocation about houselessness activated in Times Square.

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Understanding FAFSA

Web Design
New York, NY
Award: Spark Award, 2025

An exploration into the FAFSA application process that resulted in the production of an application guide, a FAFSA curriculum, and a wesbite redesign.

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Regla

Design-led Research, 2022
Regla, Cuba

Design-led research (participatory design workshops) and architectural renderings that visualize what a new community space in Regla, Cuba might look like.

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Attentional

Digital Mockups, 2025
New York, New York

Mockups for an adtech startup founded by former Condé Nast and Sports Illustrated executives.

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