About
Why this work exists.
Fraktal was built from a pattern that kept showing up inside organisations: the story leaders believed they were telling was often not the story people were actually experiencing.
Origin Story
For years, my work was to find and tell stories.
I would go into an organisation, find the people doing work that mattered, make the films and leave the client with a strong piece of content.
But the same thing kept happening. The story would be made, used once, and then quietly disappear into a folder, a report, a campaign archive or a forgotten corner of the website.
The work was good. The problem was not the production. The problem was that the organisation had not understood what the story was for, where it needed to live, who needed to carry it, and how it could keep creating value after the cameras stopped rolling.
That changed the way I work. I now start earlier: before the story is made. Before the brief is locked. Because the strategic value sits in understanding the landscape of stories before choosing which ones to tell.
The starting point is always the same: what story is actually running through the organisation?
Founder
Shani Kay
Shani Kay is the founder of Fraktal, an independent strategic storytelling and advisory practice.
Her work spans leadership, employees, customers, partners and communities, bringing different perspectives together to reveal a more complete picture of an organisation.
She holds an Executive MBA in Systemic Leadership Practice from the UCT Graduate School of Business. Her systems-thinking perspective informs how she approaches organisational challenges, stakeholder relationships and communication.
Her work combines strategic thinking with practical experience developing narratives, films and communication assets for complex organisations.
Experience
Career highlights
15+ years working inside organisations and stakeholder ecosystems.
200+ story portfolios across Africa, Europe, India, Asia and the US.
Experience across ESG, transformation, leadership communication, enterprise development, culture, reputation and brand positioning.
Deep understanding of the full story value chain: strategy, stakeholder engagement, production, distribution and reuse.
What Makes Fraktal Different