This is also how we think of theme park attractions. It's all storytelling. Even when we're working on a restaurant or hotel there's always some underlying motif to refer back to. https://twitter.com/docsquiddy/status/1352179267728240641
Example: When we developed the Pixar Fest event, the motif was friendship, so that theme carried through every aspect of the event including entertainment, decor, merch, etc
Example: On Lamplight Lounge we developed a backstory where it was a former seaside warehouse that was renovated by a fan of Pixar to be a cozy hangout spot where employees could go after work.
When starting a new project ask, how do you want your Guest/Player to feel when they are in the world you're creating? What is their takeaway?