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Adam Scott

GLOBAL CREATIVE
DIRECTOR

Adam Scott is the Executive Creative Director and Founder of FreeState. An architect and designer, he’s won a number of Cannes Gold Lions and drives our creative approach to masterplanning experiences. Adam is in his element designing experiences for global brands or multinational developers.

He’s an evangelist for the cause and travels the world meeting with key decision makers and giving talks on the future of experience design. A lifelong advocate of the truly transformational experience, his abiding passions are the experiential wonders of the English landscape garden, the Shaman, and the Las Vegas casino.

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Su Lim

GLOBAL MANAGING
DIRECTOR

Su is FreeState’s Managing Director. With over 25 years experience at some of the leading corporate, government, healthcare and learning environments across the world, Su is passionate about helping people imagine new possibilities. Day-to-day, Su uses her experience in strategy, change management and design to help solve complex business problems, and sets the tone for our culture and collaborative approach to work.

Su is in her element when travelling, whether it’s exploring New York through the subways, getting lost in Venice, catching up with old friends in Singapore or searching for Sturt’s desert pea in the outback (which she still hasn’t found).

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Charlotte Boyens

EXPERIENCE DIRECTION + CREATIVE

As our Design Director and co-founder, Charlotte takes the lead on some of our biggest design projects, bringing creative concepts to life. Now, working more for city-makers than marketeers, Charlotte revels in the opportunity to get back to her roots as an Architect – designing incredible experiences and helping clients tell their story in some of the most iconic buildings and spaces across the globe.

When it comes to experiences, she’s all about authenticity. It’s something that gets said a lot in our industry. But few can actually execute it. In her downtime, Charlotte enjoys exploring the creative tension between motherhood and nurturing a career through her printmaking practise.

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Damian Mears

EXPERIENCE DIRECTION + CLIENT ENGAGEMENT

Damian is an experienced engagement strategist and change maker, who has worked across a wide variety of leading corporate and public sector clients from all over the world. Whether it be airport masterplanning or community stakeholder management, Damian approaches each project with an open mind, optimistic attitude and with a passion for meaningful change; change that brings smiles to people’s faces. He loves building communities through his own coworking space and believes its success has come from building connections through offering shared experiences.

Damian also helps engage with clients early on to nurture an understanding of how FreeState can deliver amazing project success.

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Dom Russell

JUNIOR EXPERIENCE DESIGNER

Dominique is a special kind of hybrid. Having recently completed a double degree in business and design, Dominique is always exploring the interconnection between these two fields. Her specialisation in marketing and branded environments sets the way she sees the world and drives her mission for impactful outcomes through design. Whether that be for a brand, a space, a community or an environment, her goal is to move people and make them feel at peace in a space.
Dominique is a true introverted extrovert.

She finds her great joy connecting with people – be that Friday night drinks with her friends or neighbours, or a simple hello to a stranger on a morning walk. That being said, her cup is equally filled by a quiet night watching Netflix.

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Dave Waddell

EXPERIENCE DIRECTION + STRATEGY

Man of many arrows, writer, journalist and copywriter, Dave brings more than 20 years of experience in copywriting, brand and marketing to create compelling narratives for clients.

Covering everything from naming and strapline projects to blogging to white papers and yearly reports, Dave is in his element working closely with key decision makers and thinkers to co-create a compelling narratives for projects.

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Eloise Dalla Costa

EXPERIENCE DESIGN + STRATEGY

Eloise is an Experience Designer + Strategist at FreeState. Trained as an Interior Architect, she’s a master at combining analytical problem solving and human-centred thinking in experience design. Bringing a city’s worth of energy and passion to every client and project, Eloise is all about understanding people – how and why we engage with environments. Ensuring our outcomes are always meaningful, and always relevant.

Outside of this, Eloise loves all things chatty and sporty – be that run club, a hit of tennis or training for the next triathlon with her friends. She might even invite you over to Nonna’s house for a big bowl of homemade pasta.

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Jessica Watson

EXPERIENCE DIRECTION + CREATIVE

Jess is a Visual Designer at FreeState. Before joining our Melbourne team, she carved out a career in branding, which took her from London to Shanghai. But wherever she calls home, Jess has always been inspired and fascinated by the culture that surrounds her, and a love of storytelling comes naturally to her work. Whether crafting a business strategy or creating a unique experience – it’s all about tapping into something authentic.

In her downtime, you’ll find Jess wandering off the beaten path, down side streets where life is at its most interesting. She might even stop and have a chat in Mandarin.

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Kelly Lai

EXPERIENCE DESIGN + STRATEGY

Equal parts strategic and creative, Kelly’s role covers Experience Design + Strategy at FreeState. With a career that began in North America and Asia-Pacific, Kelly brings a fusion of management consulting, branding, arts & design, and start-up experience to our clients and projects. Kelly is all about being exploratory and adventurous in her thinking – designing and building experiments that ultimately create lasting value and meaningful impact through action.

Kelly is always chasing a new experience. Whether it’s embarking on a multi-day hike, designing a social justice board game or putting on a solo art exhibition, she’ll be there with a hot coffee in hand.

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Todd Weinberg

BUSINESS CO-ORDINATOR

With an education in Philosophy and UX, Todd is a natural problem-solver and right-at-home as Freestate’s Business Coordinator, moving between the needs of the business and project work. He brings a gamut of experience to the role, from Event Management to Visual Merchandising to Interior Design. At the core of his work, Todd is inspired by our emotional response to space and the journey through it.

Driven by understanding why we behave the way we do, Todd credits staying curious as the key to creating memorable experiences. That said, he also loves sitting quietly on a yoga mat with a tea – it’s all about balance.

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WE ARE RESEARCHERS,
STRATEGISTS, DESIGNERS,
ARTISTS, CURATORS AND
CHANGE-MAKERS

Join our team

We’re always looking for great researchers, strategists,
and designers who have a passion to change the way we
experience the world.

CONTACT US