Our Story

After working for various companies in the marketing, advertising and events fields, founders Mia Hoole and Tina Fourie each discovered a seed sprouting in their heads and hearts:

The desire to create an agency that can set the world on fire with powerful stories. Stories about initiatives, companies and movements that are transforming the world for the better.

They gave birth to this dream, determined to be a voice with integrity and purpose, to challenge the cheap and hollow voices in the advertising arena.

They decided to partner with champions and game-changers who are making a difference.

And ultimately journey with their clients to make an impact, address needs and help build a better world.

Meet our Team

Mia Hoole
– Communication Strategist & Co-founder

Mia Hoole is a storyteller and expert in communication strategies that use stories to create change. She started her career in marketing and advertising, then left the corporate world to publish a collection of poetry, and to start Because Stories.

Mia has a deep passion to see local entrepreneurs and initiatives thrive and succeed, and has crafted storytelling strategies for the World Health Organisation and consulted to the United Nations Environment Programme.

Tina Fourie
– Art Director & Co-founder

Tina Fourie is a visual storyteller with expertise in digital, web and print design disciplines. She worked as a graphic designer and photographer for a number of South African advertising agencies, then grew her portfolio beyond these disciplines, and eventually co-founded Because Stories.

Tina is passionate about telling and growing stories in a beautiful, curated manner, and draws design inspiration from nature, unique individuals, architecture, fashion and the African continent. She has designed and conceptualised brands, websites and events for many global groups and companies.

Elsa Fourie
– CSI Project Manager

Elsa is a coordinator and communicator with expertise in the CSI (corporate social investment) and non-profit industries. After starting out in event coordination, she quickly moved into the advertising arena where she managed various CSI projects for corporate clients. She later started her own company, which focused on developmental work within charities to bring about change in communities. After working together regularly with Because Stories on a project basis, Elsa joined the team as a permanent member.

Elsa is passionate about non-profits, community upliftment and creating calm amidst chaos. She believes that South Africa has a gap to bridge – between corporates and non-profits, between funders and parallel funding needs – and that by working together, sharing stories and learning from one another, change is possible.

Lee Helme
– Copywriter

Lee is a writer and content strategist with expertise in copywriting and feature writing. She started out in branding, then moved into the art world to work on the strategic development of art enterprises and artists, heading up written communications. She then left traditional employment to work as an independent contractor to businesses and non-profits. After working together regularly with Because Stories on a project basis, Lee joined the team as a permanent member.

Lee is passionate about the English language, strong concepts, fine detail, and uncovering the hopeful stories behind the headlines. She has worked on branding, campaigns, books and feature articles with a number of organisations, including Nando’s UK, Spier Arts Trust and Iziko National Gallery. She has had work published in the UK, Italy and South Africa.