—WHO

Everyone says it, but we're different. The Freelab Initiative is a future focused, collaborative of individuals that deliver creative design solutions.

We love language, are passionate about design and are slightly obsessed with the interweb and the endless opportunities within it. Today's world is different.

The Freelab Initiatiors understand the economic landscape, know how to define differentiation, articulate the value and leave your competition cold.

We believe that good design should be attainable to everyone and we aim to bring it.

This is our vision.

—23

Collaborators Tamara Sheeran, Sean Morrison and Peter Bryant are initiators of creative ideas, that are conceived with insight and strategy, united with thoughtful design solutions that generate results.

Whilst we firmly believe you need to know the rules to break them, but we've moved on from a one size fits all traditional model.

We take an all or nothing approach and we uncover real insights and formulate savvy strategies to maximise them.

—26

We know different companies have different requirements, depending on their business. Our offering provides flexibility and diversity depending on what your brand needs to say.

We immerse ourselves in our clients' businesses and think of them as our own.

We work with those who see the true value of design and are willing to take an innovative approach.

—13

Whether it's strategy, brand, marketing, communications or design based activities, everything we do is results driven and linked both to form and function.

Our offering is a menu of evolved services that can be selected to suit your hunger for results and taste for progression.

"Evil is just live spelt backwards."

THREE WISE MONKEYS AKA 23, 26 + 13

In today's economy, marketing strategies must connect, engage and build communities.

We specialise in communications design that help our clients express differentiation, articulate value, build brand and create audience dialogue, not deliver a monologue.

We don't like the term consultants, we prefer collaborators.

We are collaborators who drive intelligent solutions. We understand brands and their undeniable emotional connection to humans, we form a close connections between a brand and it's target market to get tangible results.

Since our inception we have developed valued 'partnerships' with clients who represent a broad range of segments and market positions globally, we're proud of the results we've been able to deliver for them to maximise their brand value resulting in increased overall business value.

—SERPENT AND THE SWAN
www.serpentandtheswan.com.au
Website Design & Development
 

—CULT
www.corporateculture.com.au
Identity Design, Brand Articulation
 

—GEYER
www.geyer.com.au
Communications Design
 

—THINKING ERGONOMIX
www.thinkingergonomix.com.au
Brand & Marketing Strategy, Brand Articulation, Creative Direction

—APR
www.aprjoinery.com.au
Brand & Marketing Strategy, Brand Articulation, Creative Direction, Communications Design

—Urban Walkabout
www.urbanwalkabout.com
Lifestyle Writer

—ECOPRESCHOOLS
www.ecopreschools.com.au
Website Design & Development
 

—MPA
www.mpagroup.com.au
Brand Development, Marketing & Business Development Strategy

—MY LITTLE LAMB
www.mylittlelamb.com.au
Identity Design, Brand Articulation, Website Design & Development

—PROJECT DIMA
www.projectdima.com.au
Website Design & Development

—THREADSWAP
www.threadswap.com.au
Initiate Strategy, Identity Design, Brand Articulation, Website Design & Development

—ENAMEL DICTION
www.enameldiction.com
Initiate Strategy, Identity Design, Brand Articulation, Website Design & Development

—CORDELL JIGSAW
www.cordelljigsaw.com
Website Design & Development
 

—AUTOsports Australia
www.autosports.com.au
Initiate Strategy, Identity Design, Brand Articulation, Website Design & Development

—CRUSH
ICED TEA ON EAMES
"They were doing mash ups mash ups existed."
—SHARE THE LOVE TWITTER / FACEBOOK

—INITIATIVES
ENAMEL DICTION AT NY FASHION WEEK
"We're so proud to be apart of Gen Art's Fresh Faces in Fashion, as designers we believe in true collaboration, and Gen Art's mission to support emerging talent, individualisation and self expression is in pure aligment with the Enamel Diction brand. We chose NY Fashion week to launch Enamel Diction in the US market as a result".
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
NEVILLE BRODY
When you mention Neville Brody most people would ask, Wanker or Genius?

Wanker = G W Bush
Genius = Tom Ford

Sometimes you need a touch of both to become bigger than Texas!
Snaps to you Brody – ride the 50 year storm.
—SHARE THE LOVE TWITTER / FACEBOOK

—FREELAB FORMULA
BOMB IT
So we might have gone slightly sticker bomb crazy at The Freelab Initiative.
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
MIKAHIL BULGAKOV
FRESH, FRESH, FRESH n FRESH

You may be aware of Mikahil Bulgakov's Master and Margarita; a Faustian story about good and evil.

You may or may not be aware that the The Rolling Stones' Sympathy for the Devil was based on this story.

It's a timeless question, what is good and what is evil?

Did you ever think about our language and see that god – good and devil – evil… (Oh my god, I got a D minus).

It's a little bit funny, but I've never believed that good was enough – maybe you can't recognise me?

This I do agree with Bulgakov – "There's only one degree of freshness — the first, which makes it also the last"

Pleased to meet you, I hope you catch my name.
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
ERNESTO 'CHE' GUEVARA

An Argentine Marxist revolutionary, physician, author, intellectual, guerrilla leader, diplomat, military theorist and atheist, Ernesto "Che" Guevara was a major figure of the Cuban Revolution and has become a a ubiquitous countercultural symbol of rebellion and global insignia within popular culture.

Time magazine named him one of the 100 most influential people of the 20th century and his portrait that inspired Madonna's American Life album cover is considered to be the most famous photograph in the world.

When you look at his bio, from Medicine and Motorcycle Diaries to Guerrilla and Guatemala, he accomplished a lot, which leads me to think.

Am I satisfied?

I'm drinking a Soy latte, I get a double shotte,

It goes through my body, And you know I'm satisfied.

But the real question Mads is, am I going to be a star?
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
GEORGE ORWELL

The original big brother, George Orwell was known for his keen intelligence, profound awareness of social injustice, intense, revolutionary opposition to totalitarianism, a passion for clarity in language and a belief in democratic socialism.

Gotta love his six rules for writers.

01. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.

02. Never use a long word where a short one will do.

03. If it is possible to cut a word out, always cut it out.

04. Never use the passive where you can use the active.

05. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.

06. Break any of these rules sooner than say anything outright barbarous.

Holy crap! I'm glad he'll never read Enamel Diction.

Ciao

x
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
MAT DOLPHIN
We love Mat Dolphin's work and we've decided to follow his Periodic Table of Creative Influences. Starting with Kubrick howe could we not, it's our obsession, are you in?
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
JOHN FOWLES

Fear and loathing not only happens in Vegas.

As the debt drama engulfing Greece creates greater fear and uncertainty, it's poignant to reflect on this weeks creative influence insight from 1966.

"Greece is like a mirror.
It makes you suffer.

Then you learn.
To live alone?

To live.
With what you are."

— John Fowles, The Magus
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
VLADIMIR NABOKOV

Want to play a game?

Did you know that "synesthesia" is a neurologically-based condition in which stimulation of one sensory or cognitive pathway leads to automatic, involuntary experiences in a second sensory or cognitive pathway.

Famous for Lolita, Vladamir's most important novel, exhibits his love of intricate word play and synesthetic detail that characterised all his works.

Ironically, he was also an accomplished Entomologist (the science of insects) not to be confused with Etymology (the study of the history of words).

With a sense of humour and a sense of horror, I can't wait to get into my cocoon, watch Lolita and emerge a lyrical and comical nymphalidae.
—SHARE THE LOVE TWITTER / FACEBOOK

—CREATIVE INFLUENCES
COEN BROTHERS

Given the Coen brothers were known in the film business as "the two-headed director", becuase they share a similar vision for their films, it seemed apt we take the initiative to explore their influence of these one percenters.

Aside from finishing each others thoughts, they've been described as snotty art-film postmodern jokesters with a dark humour and let's face it not many people really get it, we like you guys already…

The Coen bros seem to embody the right initiative by taking something mainstream, pulling it apart, reconstructing and reprogramming it to confuse, bewilder and intrigue the ninety nine percent. I mean look at what they did to George Clooney, Tom Hanks and Jeff Bridges after Tron.

The force is strong in these two… Burn baby burn.

"The movie people let us play in the corner of the sandbox and leave us alone. We're happy here." - Ethan Coen
—SHARE THE LOVE TWITTER / FACEBOOK

—COLLABORATE OR DIE

Anyone can come up with an idea. It's what you do with the idea that counts (literally).

In order for our ideas to translate into a successful project, they need to be commercial, have a clear strategy and be well executed.

Although we always take the initiative, our name isn't Jack and we aren't masters of all the trades.

The best creative results often come out of a collaboration. This enables us to conceive the right team for each project to deliver the best results.

Building on our own strengths of design, communications and marketing our extended talent network comprises a global pool of photographers and film makers, architects and interior designers, graphic and web designers, writers and stylists all of which have been carefully tested (through our strict initiation), are comfortable being uncomfortable and live to be challenged, ready to collaborate and deliver and execute branded content in an information thirsty age.

Ideas are cheap, execution is everything. Be expensive.

"The Initiative have repeatedly done excellent work for us and have taken our work to a new level."

LAURIE AZNAVOORIAN, GLOBAL INNOVATION LEADER, GEYER

"THE INITIATORS just get it - they are forward thinking, proactive and just know what needs to be said and done. They have made me realise things about my business that I had not considered and have helped us to improve in countless ways."

NICOLE JOHNSON, FOUNDER + MUM, MY LITTLE LAMB

"THE INITIATORS are clear and to the point, fun to work with, professional at all times, helpful, great service, fantastic solution, the perfect fit to our needs, will we use them again? Why of course."

SIMON MURGATROYD, WORK ARENA

"THE INITIATORS are an extremely passionate and creative team with strong emphasis on quality work with great eye to details and a passion for creating. In a sea of agencies throughout the world, they have proven themselves as one of the best!"

MARIANA STANCIU, SENIOR DIRECTOR, GEN ART USA

"THE INITIATORS were quickly able to understand our marketing objectives, and not only take our marketing program to another level, but help our business develop its product and service offerings so we are true industry leaders."

DEAN KUCH, MANAGING DIRECTOR, THINKING ERGONOMIX

—OUR OFFERING

From start-ups to multinationals, we partner with our clients to understand their unique needs and insightfully develop considered design solutions to support their business objectives.

Our clients and collaborators encompass a huge network of global organisations and creative talent and we're proud to be associated with them.

Best of all they get it.

Some of our clients include:

ABC
AMADEUS
APR DETAILED JOINERY
ARNETTE
CORDELL JIGSAW
EMAMEL DICTION
FORD
GEN ART
GEYER
GREENHOUSE SOLUTIONS
KUBIS
MTV
MPA PROJECTS
MY LITTLE LAMB
SINETICA
SHEARGOLD DESIGN
SBS
THINKING ERGONOMIX
THREADSWAP
TREEHOUSE
RICHARD ALEXANDER DESIGN
REMEDIATION INTERNATIONAL
VIROTEC
WORK ARENA

—MARKETING

Marketing and Brand Audits
Brand Architecture
Marketing Plan Development
Existing Product and Service
Articulation
New Product and Service
Conceptualisation
Brand and Product Naming
Positioning Statements
Innovation Management
Brand Development and Evolution

Communications
Copywriting
Intellectual Property Development
Research
Advertising
Public Relations
Database Marketing

Pitch Strategy
Business Development
Value Proposition
Presentation Coaching
Relationship Management
Differentiation

Social Media Management
Online Promotion
Blogger Outreach
Content Seeding and Distribution
Content Innovation and Copywriting
Information Architecture
SEO and Traffic Management

—DESIGN

Logo Design
Identity
Typography
Art Direction
Creative Direction
Stationery
Identity Guidelines
Brand Management
Template Systems
Visual Assets
Annual Reports
Advertising
Brochures
Brand Audits

Website Design
Interface Design
User Centred Design
Intranet Design and Portals
Website Development
Front End Development
System Integration
Applications
Mobile

—BRANDED CONTENT

Multimedia Productions
Webcasts
Podcasts
Custom magazines
Newsletters
White papers
Webcasts/webinars
Pdcasts
Video portals or series
Roadshows
Roundtables
Custom Media