So think of a story as a process, a dance between a teller and a taker, aware of each other's powers and responsibilities.
Every story has a message, a set of ideas and emotions.
Every story has a design, or style, or aesthetics. Every story has a medium, a space where the expression takes form. So every story is a trinity between these three things, and the two-way streets that connect them. Icon may be that place. Icon is a creative endeavor that uses the possibilities afforded by today's technology to bring something new to the art of storytelling.