Friends - Fi O’Brien
Creative Brand Consultant & Founder of The Home For Imaginative Friends. Frome.
If you live in Frome and you are in or near the creative industry then you probably know Fi. She was one of the founders of Girls Who Grind Coffee, a true example of how a strong purpose, stand-out tone of voice and consistent visual identity can drive a brand forward in a crowded marketplace. We have often included GWG in our client documents to show how they could be thinking differently.
We were really pleased when Fi agree to share her thoughts on our Q&A. Check out her answers below and definitely hit the links at the bottom of the page.
How would you describe yourself, and what drives you?
An ideas machine. My brain doesn’t stop, it’s a constant stream of ideas for brands, businesses, cafés, merch, you name it. It’s relentless. Call it ADHD, call it a touch unhinged, but it works. It’s the kind of chaos that fuels my creativity, and honestly, I wouldn’t have it any other way.
What pivotal moments have shaped your journey so far?
Co-founding and being Head of Brand at Girls Who Grind Coffee from 2017 to 2023 was a game-changer. It was the space where I could let all my ideas tumble out of my brain and turn into something meaningful, something with real purpose. At the time, it was like nothing else in the coffee industry; loud, proud, and unapologetically shaking things up. Creating a platform for women in male-dominated spaces has always been a passion of mine, and GWGC embodied that.
Leaving at the end of 2023 was another pivotal moment. It gave me the freedom to channel that same energy into building brands with purpose and authenticity for others. Now, I’m back to scratching that creative itch, and honestly, I can’t wait to see where it takes me next.
What is your relationship with Rosie Lee, Unorthodox Blend, and/or Mark & Russell?
I reached out to Russell in a pivotal moment in my career and his calm, measured advice really helped shape my decision making and allowed me to carve out the best way to move forward. His advice was invaluable in a super stressful process, a reminder of the power of thoughtful, clear direction when things feel chaotic.
What does being unorthodox mean to you in your work?
To be honest, it’s the only way I know how to work. I can’t force things, my ideas and concepts need to come from a place of truth, realness and connection. I lean into disruption, it’s my natural state.
What beliefs have guided you through tough decisions?
Trust your gut. If it doesn’t resonate with you, walk away. Have a strong sense of self belief and purpose in everything you do.
What challenge in your field of work is often overlooked?
How personal it is. A brand is so much more than simply a nice logo or some cool graphics. You really need to dig deep into the authentic story or person behind the brand. It becomes super emotional for me, I can’t help but put my all into each project, and that can be exhausting mentally and physically.
How do you balance creativity with structure / order with chaos?
Well balance is something I’m yet to find. Creative chaos is where I thrive. Working alongside my husband Ben (Ben the Illustrator) helps, he is far more organised and structured than me and can pull me back into focus on jobs - pull me out of those rabbit holes haha!
What cultural shifts are you noticing in your field of work?
In a world where Ai is infiltrating everything we do, I feel there is an important shift towards brands becoming more human. Brands that feel real, imperfect - we want to connect to something that we resonate with. Transparency over perfection. The challenge is how to stay honest and authentic in an increasingly crowded space.
If you could master any skill instantly, what would it be?
Becoming an architect. I’m obsessed with materials, especially concrete (seriously, drool). Actually, it’s the juxtaposition of materials that really gets me. Having the skills to design and then build my own space? That would be the ultimate dream.
What’s one experience everyone should have at least once?
Host a supper club. If you can’t cook, get your mates to cook. There is something super special about bringing a room full of people together (sometimes all strangers) that ignites some seriously interesting and creative conversations.
What has inspired you lately? ( book, podcast, music, news, articles, … ).
With ADHD I struggle to get through books, don’t get me wrong my intentions are good, I buy all the books, but they sit in a pile next to my bed - I’m hoping they go into my brain by osmosis.
It’s music for me. My current obsessions are CMAT - I love what she has done in creating a new, contemporary style of country (and country is not even my thing!). She is so unapologetically herself and I resonate with that.
Another recent discovery is Aussie Indie rock band ‘Girl and Girl’. They blend jangly indie vibes with gritty garage rock. Their lyrics dive into mental health, love, and optimism, all delivered with a punch of Aussie humour. Like CMAT, they just feel so real and true and I can’t get enough of them.
Another place of inspiration for me is Asian Supermarkets. It’s a nostalgic hit for me. Growing up in Melbourne, I was surrounded by Asian culture and it has shaped who I am today. If I’m ever feeling homesick or in need of a boost I get myself to Wai Yee Hong in Bristol and explore each aisle getting loads of inspo from the amazing packaging and ingredients.
What advice would you give to young people starting out in their career?
Find YOUR thing. It’s so easy to be swayed by so much inspiration out there especially via social media. Finding yourself in all of that is really difficult. Get your blinkers on and soul search. What is it that you can bring to the table? Find that thing and then hold on to that ever so tightly!
Bonus Question from Jack: What idea did you approve or create that has had the quickest approval (and how long was that?)
Getting client approval hasn’t been a major concern for me until recently, as I’ve worked for myself for quite some time. However, since launching my brand consultancy in July this year, it’s definitely become a key consideration to keep momentum not only for the client but for my creative process.
One of the quickest approvals I’ve had was for the rebrand of Little Jack’s Sausage Rolls. Within hours of presenting the new name and visuals, the client was on board, it just clicked for them. I think it worked so quickly because I’d taken the time to immerse myself in their values and story, which meant I could create something that felt authentic but also bold enough to excite them about the future of the brand.
I’m not sure about the exact timing, but I’ve found that the ideas that land quickest are usually the ones where I’ve managed to tap into the heart of what the client is trying to communicate, in a way that surprises them and gets them excited.
Bonus Question
What question would you like us to ask the next person?
What’s the most exciting or beneficial thing to come out of an unplanned career pivot?
How can people connect with you, get involved or take part in any of the projects you’ve highlighted above?
By catching me on
Instagram @filobrien, and @cultbrandsbyfi and www.thehomeforimaginativefriends.com
Instagram: https://www.instagram.com/filobrien https://www.instagram.com/cultbrandsbyfi
LinkedIn: https://www.linkedin.com/in/fiobrien
Other links:
Website: www.fiobrien.com
LinkedIn: https://www.linkedin.com/in/fiobrien
www.thehomeforimaginativefriends.com