Our story

With an obsession for brands and a deep understanding of how to create sustainable brand clarity and coherence for customers, we created FRED Ldn.

We want to foster a shift around work. Humans who are mentally fit make better leaders of much more successful, happier organisations.

We also want to prove that kindness and business work well together, that work can be a safe place to bring your whole self – not just the self you think you should be.

We coach our clients to have the confidence to be the most honest and effective version of themselves every day to lead high-performing teams that have each other’s back and develop a culture of continuous learning and improvement. 


Sally O'Rourke


As co-founder of FRED LDN and NED Director Sally has held senior and executive leadership roles in business and brand strategy in UK, EMEA and the USA.

These roles have included CEO Bluemarlin, Managing Director of Europe for C_Space and Managing Director EMEA for WGSN, the world’s largest trend agency.

Sally’s professional career has included management consultancy, developing digital & commercial strategies, brand development, post-M&A integration with PE/VC communities, investment, business transformation and turnaround strategies. She is training to be a Psychotherapist with London’s CCPE and is also a Leadership Coach and Mentor.

Catherine Thomas


As co-founder of FRED LDN and NED Director and Trustee, Catherine has held Plc and SME senior and executive leadership roles in brand strategy, communications and public affairs across multiple sectors including real estate and retail, and territories across UK & EMEA leading and developing high performing teams.

Catherine holds a BA in politics, philosophy & economics, a post-graduate diploma in international business law and is undertaking a professional certificate in executive coaching at Henley Business School and training to be a certified and qualified mediator. 


3 Princes Street

Contact details

07 766 929 692

07 960 005 423