In ArcGIS StoryMaps, the theme of a story controls its colors and fonts and the appearance of buttons, quotes, and other graphic elements. You can choose to apply an existing theme to a story, or you can create a custom one.

Watch this short video for an overview of custom themes.

 Dive deeper into custom themes with this tutorial: https://learn.arcgis.com/en/projects/customize-a-theme-for-impactful-stories/.

And get inspired with this story collection with beautiful custom themes: https://storymaps.arcgis.com/collections/df5df06ebb9e4306b55112f8225e275c.