Freeman Beta

A Prototype for a New Workplace Culture

In 2018, Freeman — a 90-year-old global brand-experience company — launched a beta test to explore what a more open, collaborative workplace could look like within its own walls.

At the time, Freeman’s offices were traditional and dated: deep floor plates, perimeter executive offices blocking natural light, 7-foot cubicles, cherry wood finishes, and acoustic-tile ceilings. Meanwhile, the company’s external brand and website projected a modern, creative energy that its physical environment did not reflect — an inconsistency that risked alienating the talent Freeman sought to attract.

Studio Experiment

Following a year of design-thinking consultation, Cara led the design and implementation of a fully built pilot within Freeman’s existing Dallas headquarters. Working with a tight budget, the project tested a radical shift in culture and layout — transforming a portion of the floorplate into a light-filled, open-studio environment.

The test incorporated new Herman Miller workstations and a mix of ancillary furniture to support diverse modes of working. Walls were removed, natural light restored, and bold visual elements — like a lightning-bolt neon and an enthusiasm wall — signaled the company’s new creative direction.

Floor Plan

Outcome

The beta’s success proved that space could spark cultural change—laying the groundwork for the Freeman Workplace Experience Kit and the global redesign of Freeman offices.