Fiona Morrison, Illustrator and founder of Fefus Designs
Tell us about your background and what led you to become a freelancer?
My passion for art and design started at a very young age and eventually led me to earn a degree in Fashion Design & Technology. I went on to build over 15 years of experience in the fashion industry and retail, but I struggled to find a role that truly fulfilled me. During that time, people began approaching me for illustration, pattern, and graphic design opportunities, and that opened the door to a whole new path. Becoming a freelancer gave me the freedom to choose projects I genuinely enjoy and to build a business on my own terms.
As a British illustrator of Jamaican heritage, I’ve always been mindful of the lack of diversity and representation in children’s fashion, merchandise, and popular characters. That gap inspired me to create Fefus Designs — a brand that celebrates all children through fun, vibrant, and empowering products, with a strong focus on diversity and inclusion.
What do you love most about freelancing or running your own business? And what’s been the most challenging part?
What I love most is the freedom it gives me, along with the huge variety of work I’ve been able to take on. I’ve met so many incredible people along the way, and each project has brought new skills, knowledge, and experiences. Some of the opportunities I’ve had have put me in rooms I could never have imagined being in. The challenge, of course, is balancing everything, but those same challenges have helped me grow.
What impact did the bootcamp have on your business or mindset?
As a creative, I’ve often struggled with the business side of things, simply because it wasn’t something I had much experience in. Over time, I’ve picked things up, but the bootcamp really pulled everything together and made it click. It gave me clarity, helped me see the bigger picture, and made me feel more confident about the direction of my business.
Were there any "aha!" moments during the bootcamp that really stuck with you?
Definitely. One of the biggest “aha” moments for me was around customer personas — really understanding who they are and how to connect with them across different marketing channels. The Mastered programme also helped me reconnect with my “why,” giving me more clarity than ever before.
I now have stronger customer avatars, a clearer strategy, and a much more intentional approach to scaling Fefus Designs so it can reach every shelf, every school, and every home. Another highlight was connecting with other creative business owners — their insights, input, and shared experiences made me stronger. And of course, my mentor’s support was invaluable; having the time and space to unpack things in more depth gave me a deeper understanding of how everything works.
Have you made any changes in your business (or mindset) since completing the bootcamp?
Yes — so many! Things feel much clearer now. Don’t get me wrong, I still have my wobbles, but I now have a solid plan I can return to whenever I need to get back on track. I’ve developed more of a “can-do” mindset and gained a lot more confidence in what I offer.
What would you say to someone who’s thinking about going freelance or starting a small business but feels unsure?
I would definitely say — go for it! And if you can, take a business course like the Mastered bootcamp. It will really help propel you forward. Honestly, I just wish something like this had been around when I first started my business.
What are you most excited about in your future?
I’m most excited about the possibilities ahead and where I can take my brand. I have so many plans for the next five years, and I feel confident in achieving them. The development of my Fefus characters will be a huge step forward, and I now feel much more confident communicating what I do and why I do it. Securing funding to support these plans is also on the horizon, and I can’t wait to see it all come together.
Find out more about Fiona's work here.
You can also follow her on Instagram, Facebook, TikTok, LinkedIn and Pinterest: @fefusdesigns
Find more information about the 'Business and AI skills for creatives' bootcamp here.