Fi joined Tone after almost a decade working in the not-for-profit sectors in the UK and Australia. Her most recent role for a web development agency saw her skilfully support clients with Information Architecture and digital content.

Joining Tone brought Fi “back to her happy place”, but the drive for a better world started at a young age. Fi describes growing up surrounded by a natural world teeming with life and watching Sir David Attenborough documentaries. She jokes about posting ‘Save the Whales’ posters around her school and asking for animal adoption certificates instead of birthday presents.

But there’s a serious commitment beneath Fi’s humour. She talks about having room in her heart for all good causes. With a post-grad degree in International Studies and Diplomacy, human rights issues have always deeply resonated with her. Meanwhile, her experience working for environmental and health-related causes still motivates her today.

Fi’s creativity extends beyond the studio and into her evenings, including working on a personal creative fiction project.

“When I finished uni many years ago, I was determined to work in the charity sector. I wanted to make a difference in the beautiful world I saw around me.”

“What motivates me at Tone is that everyone is so creative! We encourage each other to be brave in expressing ourselves. We explore ideas, pose questions and feed each other’s imaginations." 

“I believe we never stop learning. Without curiosity, we stand still. But with an inquiring mind, new ideas become inputs that can spark creativity in the most unexpected – and unique – ways. And the work we do with clients means we can apply various creative lenses to our work each and every day. Which really is a privilege.”