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Acting as special counsel, FreeState works with senior leadership to develop experience-led approaches designed to break down operational silos and so better connect, align, and guide their organisations.

Championing a sense of shared purpose, and centred on the primacy of the experience, it is a way of working that allows these organisations to implement lasting change – helping deliver both spatial and programmatic masterplans, depending on need.

A whole ecosystem approach, it employs evidence-based research to create playbooks and toolkits grounded in shared visions, allowing organisations to move quickly, rationally, and profitably from strategy to action.






“Often in my career I have met
organisations who tell me how great
they are, but rarely have I worked
with one this great.”