Leading up to the end of my first contractor internship with FreeWheel in 2024, I had a chance to lead the visual direction for this activation. To build on the international presence, I curated a new look for FreeWheel's FTV event space, utilising FreeWheel’s iconic purple and expanding it in a new direction. This gave the brand a fresh look and aided the promotion of the new brand messaging, "Go Direct."

Taking ownership of this event for the following year, I elevated the space, incorporating new branded elements that had yet to be seen by our international market. The benefit of working in-house is seeing how annual events develop over time, and it's most definitely satisfying to witness the evolution of this activation.

2025