London-based consultancy Firestarter is helping scale-ups break away from convention, blending creativity and psychology to build bold, distinctive brands.
Founder Mickey Wilson tells us how it started, how it’s evolving, and why authenticity matters more than ever.
What was the inspiration behind Firestarter?
After years running an agency for big corporates, creative strategist Mickey Wilson realised her real passion lay in working with entrepreneurs. “What lit me up was helping founders bring their ideas to life,” she says.
Time and again she noticed brilliant B2B businesses struggling to articulate what made them different. “There’s such pressure in B2B to play it safe – to look the part and follow convention. But I wanted to prove you could be playfully creative and still be taken seriously – in fact, maybe even more so.”
That belief led to the creation of Firestarter and its DARE methodology – Differentiation, Authenticity, Resonance and Expression – a framework to help businesses express what makes them uniquely valuable.
“For me, branding is about freedom,” Wilson adds. “It’s the freedom to be yourself in business, to lead with purpose and to grow something that truly makes a difference.”
How has the business evolved since then?
Firestarter began life as a creative-led brand studio but has since developed into a strategic consultancy sitting at the intersection of branding, psychology, business and innovation.
Wilson teamed up with business psychologist Chris Endersby, who helped elevate Firestarter’s methodology by focusing not just on what brands look and sound like, but how they behave, how they’re experienced internally, and how they adapt over time.
The consultancy now offers a full-service approach, from brand assessments and strategy to marketing and team engagement, with clients spanning tech, consulting, clean energy and professional services across the UK, Europe and beyond. It also runs a thriving design studio in Cape Town, connecting businesses to top creative talent at affordable rates.
Currently, Firestarter is helping entrepreneurs navigate the impact of AI without losing their distinct identity. “In a world flooded with instant, generic content, we give founders the frameworks to carve out brands that feel human and purposeful,” says Wilson. “It’s about using AI to enhance originality – not erase it.”
Who do you admire?
“I admire anyone who dares to do things differently – those who choose originality over approval,” Wilson says.
Creatively, she takes inspiration from the likes of Banksy and Tim Burton, who tell stories in ways that shift perspectives. But her biggest admiration is closer to home. “My daughter is building a community garden project in South London to support people with mental health challenges. Watching her carve her own path is incredible – even if it’s in rebellion to me, the mother who couldn’t see past her talent for illustration!”
Looking back, would you have done anything differently?
Wilson reflects on founding her first agency in the early 1990s. “I thought I had to ‘play the part’ to be taken seriously – learn the lingo, follow the rules, fake it until I made it. It worked in some ways, but deep down it never felt right.”
Over time she realised her real value came from thinking differently, not conforming. “I just wish I’d realised that sooner. That’s why I’m so passionate about authentic differentiation now. When you stop trying to fit in and show up as yourself, with courage and pride, that’s when you make real impact.”
What defines Firestarter’s way of doing business?
Firestarter’s values – ingenuity, courage, authenticity, unity and playfulness – shape every project.
Ingenuity means finding unexpected solutions to real problems.
Courage is about pushing beyond the obvious.
Authenticity is non-negotiable: “We refuse smoke and mirrors – everything we create has to be real and relatable.”
Unity blends strategy with creativity, logic with emotion.
And playfulness, Wilson insists, is vital: “Some of the best breakthroughs happen when you get curious and mix all the colours up.”
This ethos, she says, has helped Firestarter build lasting partnerships – and often friendships – with clients.
What advice would you give to new founders?
“Don’t wait to feel ready – clarity comes from doing,” Wilson says. “Start small, start messy, but start with intent.”
She also urges entrepreneurs not to dilute their edge: “Don’t try to be all things to all people. Get unapologetically clear on what makes you different – that’s your competitive advantage.”
And, finally, a reminder that branding is strategic, not cosmetic. “It’s not window dressing. Branding is your chance to frame how the world perceives you. Done well, it saves you money, time and more than a few identity crises.”
Read more:
Firestarter: the London consultancy helping scale-ups build braver B2B brands