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Adam Scott


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.


Su Lim


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).


Charlotte Boyens


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.


Dave Waddell


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.


Eloise Dalla Costa


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.