Our Mission

Storieology integrates public relations and marketing strategies to help you cultivate and maintain positive relationships with your publics to support both your community and your business goals.

We focus on implementing action-oriented programs based on research. We use the power of genuine and dynamic storytelling to make your "customers" become loyal ambassadors. We are passionate about shaping and sharing your brand's story. We strive to be the best to work with and become your trusted counselors through honest and personal business practices.

Our Beliefs

Our love affair with storytelling ignited with the first story we read, heard and watched.

Stories are the
Heart beats
of a culture.

They help create emotional connections with our families, friends and the brands we become loyal consumers to. They start conversations and inspire actions.


  • "Christina and Alex at Storieology provide us with creative and relevant content and bring a wealth of experience to our team. Their guidance encompasses all advertising mediums as well as PR, social media and marketing opportunities. Christina is skilled at asking the right questions to find the exact marketing need we require and Alex brings the resulting ideas to fruition."

    Sandy Narvaez, director sales and marketing
    Hilton Waikiki Beach

  • "Christina is our PR superhero. She has a contagious cloud of positivity around her that she never seems to be without.  She presents ideas and goals that are inspired but also sensible, then she makes them attainable.  One of the greatest things about Christina is that she's not an outside entity detached from the team.  She's very much a part of our team, she cares about our big picture and she has a "grow and evolve" mentality that is so important for our business.  Plus...she eats corn and cheese ice cream!"

    Joe Hegele, director sales and marketing

  • “Christina served as my director of public relations and communications at Grand Wailea. She is versatile and a master at balancing a multitude of tasks assigned across many different departments, all of which she handled effectively and with both the support and admiration of many different department heads. The PR role has changed considerably over recent years, and Christina has been able to both transition and established new trends that gained her much respect throughout her peer group both inside and outside of the travel and tourism community. Christina is an independent thinker and self-starter. Undoubtedly, she will bring fortune through creative thinking and powerful presentations to clients that she will serve in the future.”

    Brian Lynx, vice president of meetings and conventions
    Hawaii Tourism Authority

  • "Always professional, always a step ahead and always looked out for our companies' best interests."

    Dan Cardoso, founder and owner
    Maui Ocean Activities and 1-800-Snorkel

  • "I consider Alex and Christina at Storieology to be part of our o'hana (family) at Hilton Waikoloa Village. Alex consistently brings tremendous creativity to our quarterly Activity Calendar at Hilton Waikoloa Village. Whether it's 12 or 20 pages, his unique and yet simple design eloquently incorporates an abundance of activities and images helping share our story to our guests in an effective way. It truly has become our most valuable resource in communicating what's happening at the resort. The calendar cover pages are always so beautiful that our GM has a montage of framed covers over her desk! Alex's flexibility and ability to adapt to how the calendar has evolved over the years also demonstrates his loyalty to our team and the resort."

    Leanne Pletcher, director of marketing communications
    Hilton Waikoloa Village

  • “For the six years I worked with Christina, I found her to be dedicated, resourceful and imaginative. Her efforts resulted in much favorable coverage. Her administration of our contracted professionals ensured that they too performed to the highest level of our expectations.”

    Matt Bailey, president and chief operating officer
    Aqua Hospitality and Aston Hotels & Resorts

  • "Christina is a huge reason I’m in the position I’m in. Her ability to create short term value and long term success has been evident in many projects we have collaborated on. She genuinely cares and immerses herself into our native culture, community and Aloha spirit."

    Isaac Bancaco, executive chef, Andaz Maui
    2014 Maui Chef of the Year, Aipono Awards

  • “It is an absolute pleasure working with Christina and Storieology in representing our collection of seven resorts in the luxury destinations of Wailea and Makena on Maui. Because of her experience and connections in Maui’s visitor industry, she is trusted to operate autonomously as an extension of our own business. She thinks and acts strategically, intelligently and creatively and works tirelessly for the best possible results in our public relations and social media initiatives. We are thrilled to have her representing Destination Residences Hawaii.”

    Donna Wheeler, director of sales and marketing
    Destination Residences Hawaii

  • “Christina knows public relations inside out. She is not only reliable and creative, but also a strategic thinker and a true team player! She stands out from the crowd and is very conscientious in developing story ideas that presented our brand in the very best light! She is a great asset to anything she puts her energies towards and will always make a success of her efforts!”

    Jim Miller, managing director
    Scrub Island Resort, Spa & Marina

  • “Christina is a top-line public relations and marketing pro, and I know that as long as we do our part, any project involving her will be a success. She has a keen eye toward results, a great spirit of collaboration, and is genuinely one of the nicest people we have ever worked with. We are willing to be part of her team anytime, anywhere.”

    Adam Klarer, president and three-times Emmy award winner
    The Visual Artist Company

  • “Christina is truly a team player. Having worked with her on several projects and traveled with her on business, I've personally witnessed her savvy public relations skills. Media are always very responsive to her subtle and gracious style. Knowledgeable, creative and strategic, Christina is a valued member of the Maui Nui PR Team.”

    Keli’i Brown, director of public relations and promotions
    Maui Visitors and Convention Bureau

Our Work Strategy

  • Research, plan, execute and measure success
  • Courage to revise strategy when needed
  • Practice highest ethical standards
  • Be curious
  • Find your “only we”
  • Add value and significance
  • Sense of urgency
  • Ongoing education

What We Do

  • Public relations
  • Community relations
  • Media relations
  • Internal and external communications
  • Issues management
  • Crisis communication
  • Marketing
  • Branding including graphic design
  • Website and blog development

What We Do


Think about your brand and your competitors. Now, complete this sentence about your brand: "Only we..." If it takes you more than one minute to finish the sentence, give us a call. If you came up with quite a few, the next question is, will all your employees and customers come up with the same answers? What are the messages, images and stories your customer share to others about your brand? What about your brand makes them loyal?

What We Do

Public & Media Relations

We harness the power of public and media relations to keep your brand relevant, successful, honest and trustworthy through editorial coverage. Editorial coverage is news that your target audience read, watch and hear on magazines, newspapers, television, radios and social media channels from the experts they trust.

What We Do

Issue Management & Crisis Communications

The first rule of dealing with an issue or crisis: don't panic. Surround yourself with experts you can trust and obtain as much information as possible to understand operating realities, context of crisis and your brand's reputation at risk. We will help you develop a strategy and an action plan with a sense of urgency and courage to revise strategy as needed.

What We Do

Internal Communications

What is your brand's most valuable asset? Your employees! They are and should be your number one ambassadors. Invest in creating a powerful internal communications program from newsletters, referral programs, acknowledgment awards, and even an internal marketing program. If your employees do not know what promotions you are running, how do you expect the customers you are trying to reach to know what they are? Call us, we can work with your human resources department to create and implement this for you.

What We Do

Content Marketing

Marketing is not just about advertising. Content marketing is the ongoing implementation and dissemination of information to attract, retain and grow your customers by sharing relevant and valuable content. Blogs, videos, reviews and "insider tips" are examples of ways to share stories with your customers to make them more intelligent about your brand resulting in trust and ultimately rewarding you with loyalty, business and referrals.

What We Do

Event Planning

We plan and execute events with a purpose to support your company's business objectives. When it comes to scale, we believe quality is better than quantity because strategic events are not about popularity contests; they are about getting the right persons that will connect with your brand's stories and take immediate action to support your brand. It's about getting the correct message out whether it's through targeted media, influencers or customers.

What We Do

Website & Blog Development

It's the online face of your brand. Browsers either love it or hate it, find the information they are looking for or will get frustrated searching, buy what you are selling or just close your website and never return. From new websites to refreshing current sites, we can help your website tell your company stories and make online connections that result in business opportunities.

What We Do

Mobile Sites & Apps

61 percent of Americans own a smartphone. 46 million mobile applications are downloaded per day. Is your company website smartphone-friendly and are you one of the apps being downloaded and utilized? If not, we can do it for you.


Wailea Elua by Destination Residences Hawaii




Grand Champions by Destination Residences Hawaii


Olavine Spa


Maui Ocean Activities


Pi Artisan Pizzeria

Client Experience That Matters

Roll over images to view client


Wailea Beach Villas by Destination Residences Hawaii


Polo Beach Club by Destination Residences Hawaii


Aqua Hospitality


Grand Wailea, A Waldorf Astoria Resort


Hilton Waikoloa Village


Ala Lani Bath & Body


C Spa Consulting


MAC 24/7 Bar + Restaurant


Makena Surf by Destination Residences Hawaii




Hilton Waikiki Beach

On the Job

  • SPR Willow Stream

    VIP opening party of Willow Stream Spa.

  • SPR MauiAg 2015

    Yes, this is work. Volunteering at Maui Agriculture Festival dinner.

  • SPR Maui Humane

    Connecting family and pets, one adoption at a time.

  • SPR Shooting with MCFB

    Photoshoot with MauiWine for Maui County Farm Bureau.

  • SPR Olavine

    Opening of Olavine Spa in Wailea.

  • SPR NY Group

    Maui Nui PR Road Warriors!

  • SPR Filming at Vineyards

    Filming at Ulupalakua Vineyards

  • SPR Korea

    Stopping by the Hawaii Korea tourism office.

  • SPR NY Briefings

    New York press briefings.

  • SPR Trademark

    Trademarked. Protecting our brand!

  • SPR Office

    Where the magic happens, office.

  • Maui press blitz in Chicago

    Maui press briefings in Chicago.

  • SPR ClimbHi

    Giving Back at ClimbHi Student Leadership Program.

"Curiosity is the wick in the candle of learning."
-William Arthur Ward


Christina Yumul, APR

is our founder, brand strategist, storyteller.

She loves what she does and strives to be the best at it. Christina is an accredited public relations practitioner who focuses on utilizing research to plan and implement programs that are strategic and impactful. She uses the power of storytelling to inspire immediate actions from consumers helping her clients achieve their business objectives and be successful.

Christina builds strong relationships with brands and influencers, implements result-oriented campaigns, creates trends and strategically disperses stories through multiple channels amplifying her clients’ awareness and engagement in the public arena. She is the recipient of several industry awards including:

  • Public Relations Society of America, National Silver Anvil “Award of Excellence” for consumer marketing
  • Public Relations Society of America, Edward Bernay’s Awards in several categories including crisis communications, media relations, internal communications, special Events and feature story.

Christina is a board member and the current chair for Maui Nui affinity for Public Relations Society of America, Hawaii Chapter. In 2013, she was highlighted in Pacific Business News’ “Women on the Move, High Achievers: How Women are Finding Success” feature. 

Before Christina founded Storieology, she served as the director of public relations and marketing communications at Grand Wailea, A Waldorf Astoria Resort on Maui for six years. Prior to that, she worked for Fleishman-Hillard, one of the world’s largest public relations firm, managing global brand accounts and served as a spokesperson for clients including SBC, AT&T, UPS, Cathay Pacific Airways, The Venetian Resort Casino & Spa, Tres Rios eco-resort in the Riviera Maya, Marriott Gaslamp Quarter, NEXT Proteins and the Spine Research Institute.

She is a trusted source of the media and online influencers having earned stories in top media outlets including TIME, USA Today, The Wall Street Journal, Los Angeles Times, The Travel Channel, E! News, People, Rolling Stones, Travel + Leisure, Conde Nast Traveler, Elite Traveler, Departures, Food & Wine, Saveur, The Today Show, Good Morning America, and so much more!

Finally, she’s a proud mama to an energetic jack-russell named “Shaq” she met at the Helen Woodward Animal Shelter. Shaq’s favorite thing to do is give Christina headaches because he is never tired and is an escape artist; his favorite hobby is digging underground tunnels in the backyard to say hello to their neighbors.  She once came home to find Shaq out of his fully-fenced yard trick-and-treating with kids on Halloween.

Alexander Bryan

is our creative dictator.

He is a design prodigy from identity creation, print and online advertising, web and blog development, email newsletters, brochures, magazines and anything else you can think. He even designs his own shirts.

He draws inspiration in the everyday and in the extraordinary. He’s an avid world traveler and he brings the best of what he finds abroad to all of his design. One of his life goals is to visit every country before ending six feet under.

"Curiosity is the wick in the candle of learning."
-William Arthur Ward

What We Design

Identity / Print /
Websites / Apps

  • Print - Activities calendar

    Hilton Waikoloa Village
  • Print - Custom maps

  • Website - Design & development

    Olavine Spa
  • Print - Conference and industry events collateral

    Public Relations Society of America
  • Print - Activities calendar

    Grand Wailea
  • Print - Special events collateral

    Hilton Waikiki Beach Resort
  • Print - Activities rack cards

  • Identity - Collateral materials

    Maui Ocean Activities
  • Identity Concept & design

    Grand Wailea - Humuhumu
  • Print - Special events collateral

    Hilton Waikiki Beach Resort
  • Print - 4-Panel brochure

  • Print - Special events collateral

    Pi Artisan Pizzeria
  • Website - Design & development

  • Print - Special events collateral

    Hilton Waikiki Beach Resort
  • Print - Rack cards

    Maui Ocean Activities
  • Identity - Concept & design

    La Jolla Leisure
  • Identity - Concept & design

    Grand Wailea - NaPua Gallery
  • Print - Bi-fold brochure

    Maui Ocean Activities
  • Identity - Concept & design

    Maui Ocean Activities
  • Print - Business cards

    Baja Betty's
  • Print - Advertisement

    Grand Wailea - Humuhumu
  • Website - Design & development

    Maui Ocean Activities
  • Print - Posters

    Grand Wailea
  • Print - Booklet

    Grand Wailea


on what public relations and integrated marketing is all about? We are advocates of intellectual curiosity. We approach each brand we work with in the same way: full of curiosity, it helps us uncover the heart of your brand.

Read on or contact us for some of our insights.
We are happy to share!


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The Storieology Team

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