the red thread

Marketing strategy and implementation framework for a growing Shoreditch practice.

Analysis, research, recruitment, strategic planning, project management





The clients for this project were a fifty-strong architectural practice based in east London. Having completed a visual rebrand two years previously, they needed to consolidate this work by evolving their brand idea, as well as establishing a more structured approach to marketing and communications.

Working with regular collaborator Rachel Birchmore of AreBe, Free: worked on an in-depth audit of the practice’s aspirations, talents and existing processes, aligning these by developing a ‘red thread’ or guiding strategy around which future marketing could be planned.

A central recommendation within the plan regarded recruitment, and Free: was subsequently involved in the search and selection process for a new marketing co-ordinator and external communications agency.