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

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








