Born to Tell Stories: How One Creative Agency Achieved Success in Two Years

Two years ago, David Coupland and Jenny Lennon sat in a shared office space with nothing but two old laptops, a bold vision, and a belief that brands are more than logos – they’re stories waiting to be told.

“We were excited, but nervous,” recalls Jenny, creative director and co-founder.

“We had no funding, no big names, and no clients. But we believed in the power of stories to shape brands — and that belief carried us through.”

The agency was founded in February 2023, after a year of planning and conversations with CMOs about the role of narrative in branding.

Building on its core belief that "brands are collections of stories," the agency is codifying its unique approach to brand building into a formalised framework. 

"Everything a brand does is a story being told,” Jenny says. “Everything a brand does builds meaning and narrative structure. And for us, understanding this has never just been theoretical, it informs everything about how we approach our work.

“A brand is not a logo, a product, or a promise.”

David, strategy director and co-founder, explains, “We were inspired by Yuval Noah Harari’s ‘Sapiens’, which argues that stories are how humans make sense of the world. We realised that brands are belief systems — narratives people choose to be part of.”

This philosophy became the foundation of Born.

Born signed 14 clients within six months, including Unyoked, G'day Parks, and Unity Bank, exceeding its first year’s revenue targets. It moved into its own office, hired full-time staff, and built a network of contractors.

The business also launched Born This Way, a pro-bono initiative supporting the LGBTQ+ community.

By Born’s second year, the team had grown to 12 members, with a 100% female creative team and over 20 clients.

“Having a 100% female creative team isn’t about ticking boxes,” says Jenny.

“It’s about recognising that some of the best creative minds in the industry are women — and creating a space where they can thrive.”

This focus on diversity is part of a broader commitment to fairness and transparency. Born practises salary transparency, offers 25 days of holiday, provides paid parental leave, as well as making sure the team is out of the office by 5pm.

“This is really important to us – we wanted to build an agency that actually respects the people inside it,” says Jenny.

“Salary transparency ensures fairness. More holiday means people work better because they’re well-rested. Paid parental leave is non-negotiable — because life happens, and work should support it, not compete with it.”

David adds, “We focus on quality over quantity. Born’s culture has always been built on honesty, fairness, and the belief that great work comes from people who feel valued and supported.

“As founders, we looked back at our time in agency, and hated the concept of 'feeling lucky to be in an agency' as having some kind of currency that replaced money, or work life balance. So we outright reject the old agency tropes of burnout, presenteeism, and performative 'business'.”

In fact, David and Jenny outright reject a lot of the “agency nonsense” they believe stymies good work, preferring to role model a more “interesting, open, and real” agency-client relationship.

“We focus on a work environment that prioritises imagination and excellence without sacrificing life outside of it,” David said.

Born’s work with brands like CABN and Designer Eco Tiny Homes reflects a passion for working with brands with interesting stories.

“We’re proud to work with clients who have a social mission,” says Jenny. “It’s about using storytelling to make a positive impact.”

Looking ahead, Born has ambitious plans. It recently opened an office in Adelaide and is aiming to expand internationally in the next five years.

The launch of its Narrative Theory IP later this year will mark a significant step in Born’s journey, by turning insights into a tangible offering.

“Our ambition is to be the best creative agency in the world,” says David. “But we’ll only get there by staying true to our values — fairness, excellence, and a belief in the power of stories.”

For Jenny, success is about more than awards or revenue.

“In 10 years, I want people to say two things about Born,” she says. “That the work was always excellent — and that we were really nice.”