cult brands by

Building iconic,
purpose-driven brands with vision and cultural impact.

Creative Brand Strategist

Creative Director

I’m Fi — a (Melbourne-born) UK-based creative brand strategist and director with 25 years of shaping brands that don’t just look good — they hit different. I collaborate with visionary founders and purpose-driven businesses to build brands that stand tall, speak their truth, and leave a legacy.

I’ve done everything from founding a Melbourne café that became a home for Oz hip hop culture to building some of the most iconic, culture-driven brands today. My specialty? Creative strategy, brand voice, direction, and storytelling that cuts through the noise and makes people feel something real.

Food, drink, culture, cause — I’ve worked across industries, turning big ideas into bold, authentic brands that break out of the ordinary and drive change.

If you’re building something real, bold, or a little bit weird — let’s talk.

Go your own way

“Brand is so much more than a nice logo and impressive design. It's about truly knowing yourself and what you are offering. It's about speaking your truth loud and clear, without watering it down for anyone. F**k that. Authenticity is the way forward. Having the ability to communicate with conviction and confidence. The ability to break through the saturation and mundane and create an exciting, meaningful connection with the right people, now thats what it’s all about”. - Fi

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What others have to say about Fi

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What others have to say about Fi 〰️

  • "Always one step ahead of the game, Fi sees more, looks deeper and explores further. She’s a born early adopter, brave and magnetic. Where others see boundaries, Fi sees limitless perspective. She has an exciting and restless energy as if she just knows how much potential there is to create change in the world and do things that have never been done before. You’d think someone so damn cool would be intimidating. But no, she’s instantly warm with a contagious optimism which makes her impossible not to like. I’m always inspired and invigorated after being around Fi. From writing killer briefs in agency land in the early 00s and shaping the cafe scene in Fitzroy, Melbourne to bringing her signature spark to life through Girls Who Grind, Fi’s the most down to earth trailblazer you’ll ever meet. If you get the chance to work with her, jump at it".

    Viv Gibson-Thomas - Brand Strategy Consultant | MBA at Melbourne Business School | Scholar at The Marketing Academy | Auntie at The Aunties

  • “Fi is the most amazing creative with such a huge talent for putting together unique brand experiences that always have connection and community at their heart. After working with Fi for the last 2 years though Camp VC her ideas and hard work have enriched our event and inspired our attendees, helping them to feel as feel badass as she is! ”

    —Gemma Harrison, Founder - VC London and Camp VC

  • "I have worked with Fi on multiple occasions and it’s always an absolute pleasure. Fi is an incredible person, she is really easy to work with and super friendly. When it comes down to the work, she is extremely professional and a superb creative mind. Every time we’ve worked together the brief has been met and has exceeded expectations".

    Cath Shanks of Shankos Skate School

  • "Fi is an absolute legend, we have had the best time working with her over the years, not only does she have the best eye for style design and all things rad she’s a super kind, thoughtful and insightful person that we feel lucky to have made a connection with. What started as a work link, reaching out for support with Yonder has since turned into a solid relationship of mutual respect, mentoring and allyship. Fi is the best!".

    Sally McGee - Yonder

  • "Fi is a creative powerhouse. Her expertise in branding and community building is next level. Collaborating with her has been a game-changer — her generous insights have given me the gentle but sturdy push I needed. I’ve loved every minute!"

    Louisa Tan - Common Exception

  • "When it comes to brand, Fi is our Secret Sauce™! She totally gets what WANGS is about and gives us the confidence to express that through graphics, interior design, website and more! Give her a squeeze, you won't regret it!".

    Sacha Owner of Wangs, Bristol.