I’m Fi — a UK-based (Melbourne-born) creative brand strategist and director with 25 years of experience in branding, editorial, and community-building. With roots in advertising, I’ve mastered the art of storytelling and brand strategy, working at the intersection of creativity, culture, and commerce to shape bold, future-facing brands that stand for something real.

My journey began by co-founding a Melbourne café that became a cultural cornerstone - championing Oz hip hop, street art, and indie creatives. It wasn’t just about great coffee; it was about creating a space for community and cultural expression. This early experience reinforced my belief that brands should have a voice that goes beyond products or services.

From there, I co-founded Girls Who Grind Coffee, where I was responsible for shaping the entire brand identity, voice, and vision. After stepping away from GWGC in 2024, I’ve focused on collaborating with visionary founders and purpose-driven businesses, helping them shape brands that speak their truth and leave a lasting cultural impact.

From food and drink to culture and cause, I’ve led creative direction on projects across industries, building brands that don’t just look good - they drive change, challenge expectations, and resonate deeply with the right audience. I don’t just build brands that look nice; I build brands that stand out, make an impact, and get people talking.

I don’t believe in following the easy route. I believe in brands that break through the noise, challenge the ordinary, and leave a lasting mark. My work is about finding what makes a brand different and amplifying it - boldly, unapologetically.

If you’re ready to build something real, bold, or a little bit weird — I’m in.