Free Assoc. is an office for creative direction, working internationally with select brands and individuals.

The name is taken from the method. Free association, first used in the 1880s to study the workings of the mind and taken up by Freud and Jung as a route into the unconscious, finds ideas through connection: one thought set against another until an unlikely link proves useful. The practice works the same way, moving laterally across references, disciplines and forms, declining the obvious connection in favour of the one that works.

The practice operates inside brands rather than beside them. Engagements are long, often running to years, and concern the whole of a brand's expression: identity, image, product, campaign, film, retail.

The office consists of an intimate team of designers, photographers, film-makers, writers, architects.

Clients have included defining names in American fashion, sportswear and technology, with work realised across the United States, Europe and Asia.

Clients have included:
Aimé Leon Dore, Burberry, Cole Buxton, Converse, Corteiz, EYTYS, Hatton Labs, Heron Preston, Mercedes-Benz, New Balance, Nike, Palm Heights, pgLang, Playboy, Salomon.

Collaborators have included:
Baby Keem, Charlotte Taylor, Jay Park, Kendrick Lamar, N*E*R*D, Nora O'Neil, Ozzy Osbourne, Pharrell, Reese Laflare, Teddy Santis.