A DIfficult second album

Positioning and profiling for a Cambridge-based architectural practice.

Analysis, research, copywriting, strategic planning




This client was once described as ‘Cambridge’s best-kept secret’. Three years after its founding, the studio wanted to redefine its position and develop a more consistent communications strategy – the equivalent of making a ‘difficult second album’.

Free:’s initial work took the form of a profiling exercise, and resulted in refreshed texts for use on a new website and in the practice’s marketing collateral. The project was then extended to take a more holistic look – in collaboration with AreBe Marketing – at the practice’s strategy and approach to work-winning, taking in business development, marketing and communications. The end product of this was a marketing plan, which has since been implemented so that internal systems and collateral can support future new business initiatives.