Sharing scientific knowledge is rapidly evolving from papers and presentations with supporting data to methods in executable form that integrate data and knowledge (scripts, workflows, executable papers). This unification of data with knowledge is essential to advancing science but faces deep technical and institutional barriers. The Whole Tale project connects data-intensive research efforts with the larger research process—transforming the knowledge discovery and dissemination process into one where data products are united with articles to create “living publications” (or “Tales”) that exploit advanced cyberinfrastructure and services. We focus on the full spectrum of science, from the “long tail” at one end, to power users with high demands for access to big data and compute resources on the other. We report here on the design and architecture of the Whole Tale environment.