The Free: approach focuses on how architecture can be explained – not just to professional audiences, but also to the wider public. I am especially interested in how architectural concepts can be communicated through the written word, and enjoy the challenge of working with designers to interpret – as text – ideas that they would often much prefer to sketch!
So words form the basis of much of the Free: portfolio. This ranges from large-scale practice monographs and building studies through to marketing campaigns, websites and discussion papers, and you can read about the most recent of these here.
This sort of content should never stand alone, so I often get involved with strategic planning too. A broad-ranging audit might lead to the distillation of a central brand idea; the brand idea feeds into a communications plan; and in turn the communications plan informs the production of specific, effective content.
Being Free: has opened up all kinds of opportunities for collaboration. By joining forces with some really talented strategic thinkers, designers, scripters, photographers, filmmakers and many other creative minds, I help clients define and then communicate their ideas and values with added clarity.
I strongly believe that architecture and design should be accessible to everybody, so I also enjoy working on public-facing and/or community-based projects which allow a little more space for experimentation and surprise.
Emma Keyte, Founder
Free: was born in 2010, out of ten years working for two of the industry’s most high profile architectural practices. At Wilkinson Eyre I was Associate and Head of Communications for six years, leading a wide range of business development, marketing and PR activities. Before that I was marketing manager for the London and Cambridge offices of RMJM. I have also worked on a voluntary basis for not-for-profit organisations such as London and New York Open House and the London Festival of Architecture.
Setting up Free: gave me an opportunity to develop my experience in copywriting and content production – as well as marketing and communications strategy - and to explore new routes into difficult technical or theoretical material.
Free: clients come principally from the architectural world, but I have also worked with organisations from related professions - engineers, planning consultants, project managers, software developers and brand strategists.
In 2015, alongside my Free: work, I began an ongoing freelance project with architects Allford Hall Monaghan Morris, as publishing editor. There, I have set up an in-house imprint – FifthMan – which produces publications about the practice and its thinking, as well as commissioned work. The project brings together many threads of the Free: approach, and has opened up many more fascinating opportunities for collaboration.