LOKI works with individuals, brands, and cultural organizations to develop strategic and engaging messaging about who they are and what they do.

LOKI also provides interpretive planning and exhibit content development for historic properties, people, and cultural landscapes.


LOKI Interpretive is me—Amanda Adams. When I originally founded the company in 2007 it was a multidisciplinary collective geared to interpreting cultural resources. Today, it’s a streamlined, one-woman show devoted solely to storytelling.

I worked as an archaeologist for years and I love to dig. Dig for stories, dig for understanding, and for clarity. I’ve got a knack for uncovering buried treasure and helping my clients share it with the world.

I hold a M.A. in Archaeology from the University of British Columbia, and a B.A. in Anthropology from UC Berkeley, Phi Beta Kappa. I am a Fellow of the Royal Anthropological Institute and have had the pleasure of participating in national and international conferences in the museum industry. I’ve also published two non-fiction books with international distribution; a third is in the works.

With over a decade of experience, I’ve learned that you can never say everything, but you can say the most important things beautifully.

Amanda "combines in rare fashion the three roles that Vladimir Nabokov assigned to the writer: storyteller, teacher and enchanter.”

- Maria Tartar, Professor of Folklore and Mythology, Harvard University. Globe & Mail Book Review


In all of my projects, I still use archaeological methods. I excavate your story to define its foundations. I clean up and identify its treasures. My passion then lies in bringing it forward to display—showcasing your story for the world to see and understand.

I work with my clients to:

  • Identify current and desired audiences / users
  • Establish key messaging and thematic frameworks
  • Craft a unique voice for your project or place, i.e., set the tone
  • Plan for content organization, strategy, scheduling, and implementation
  • Research and write all marketing and/or educational content

“Amanda helped bring the story of iconic Jack London and his equally incredible wife Charmian to life through her brilliant writing, creative eye, and a genuine passion for crafting an emotional and powerful visitor experience.”

- The Sibbett Group


LOKI provides the following client services:

Story Strategy
This is a first-step session where we work together to excavate and shape your message. If appropriate, I’ll assess and offer feedback on ways to improve existing content. Or we can start from the beginning and find the perfect language to broadcast who you are what you do.

Interpretive and Messaging Plans
These comprehensive plans asses your current and desired audience and/or user base; identity and define key storylines and messaging; develop a unique voice, style, and tone for all future messaging, pinpoint strategies for narrative structure, exhibit design, and social media; guide implementation and scheduling for all future content.

Content Development
This entails all research and writing tasks for museum exhibits, visitor centers, trail kiosks, audio tours, websites, social media, newsletters, publicity, and branding. I personally research, draft, and produce all written content.

Content Collaboration
This involves teaming with photographers, videographers, stylists, curators, and exhibit designers to help carry established messaging into all forms of visual and interactive content, from producing Instagram Reels to orchestrating multimedia museum experiences.


LOKI's recent projects and clients include brand messaging for several start-up companies in the Bay Area and beyond, as well as exhibit planning and writing for places such as: California’s historic Rancho San Andrés Castro Adobe, Jack London State Historic Park Museum, Stanford University’s Department of Aeronautics and Astronautics, and multiple projects in partnership with Tribal communities. Past projects include interpretive exhibits for over forty California state parks, national landmarks in the Midwest, sacred sites, traditional cultural properties, and more.


LOKI Interpretive is based in Mill Valley, CA

Email: amanda@lokiinterp.com

Telephone: (415) 515-6494


  You can follow LOKI's projects, ideas, and inspiration @loki_interp