Building a Unified Design Language

We led a major transformation across Free’s digital ecosystem, launching the company’s first Design System, Rocket. Built through a decentralized and collaborative approach, it quickly became the foundation for aligning teams, products, and customer experiences at scale.

Rocket brought consistency across websites, mobile apps, and in-store Simbox kiosks, creating a seamless journey regardless of where customers interact with the brand.

Alongside the system, we redesigned key journeys through a modular, mobile-first approach. Every decision was continuously validated in real-world conditions through Simbox terminals used daily by thousands of customers and retail advisors across 250 Free stores in France.

Beyond the screens.

As Free expanded beyond digital products, I helped define how the brand could come to life in physical environments, ensuring every touchpoint felt consistent with the experience customers already knew online.

Immersive Retail Flagships

For the Big Bang Store at Station F, we explored how Free's disruptive DNA could translate into a physical environment. Through continuous collaboration with external partners, we shaped the spatial storytelling, material palette, environmental graphics, and sensory touchpoints to create a modular experience designed to spark curiosity and discovery.

We later adapted these principles for the Free to Play store at Westfield Carré Sénart, transforming digital interaction patterns into a playful retail environment where technology, gaming culture, and customer experience seamlessly converge.

Premium Hardware & Limited Editions

With the launch of Freebox Ultra — the world's first large-scale Wi-Fi 7 server—we shifted Free into a radically premium territory. Working in close partnership with Elium Studio, we co-designed the physical hardware in-house, achieving an elegant form factor that cut energy usage by 40%. Concurrently, my team built the entire visual graphic territory for the product, culminating in the complete art direction and experience design for the official keynote launch event.

Building on this premium architecture, we engineered two exclusive design iterations to drive brand desire and narrative-led storytelling:

The 25th Anniversary Edition: A world-premiere in telco hardware featuring a fully translucent clear-case design, paying tribute to the retro-futurism of 1990s tech aesthetics.

Free x Netflix (Stranger Things): A custom, limited hardware and interface re-skin designed to immerse fans into the show’s universe for its ultimate season.

Sustainable Productising Craft

To further mark our 25th anniversary, we partnered with Marseille-based circular startup CORAIL° to co-design an exclusive, 100-unit limited-edition sneaker. Serving as a visual tribute to Philippe Starck’s iconic Freebox Révolution, I served as creative director to bridge sustainable craftsmanship and brand nostalgia—featuring an upper made from 90% recycled marine waste and a handcrafted sole embedded with real crushed flakes of recycled Freeboxes and remotes.

A heartfelt thank you to all the teams I've had the pleasure of working with on these projects over the years. These case studies are the result of true collective effort, shaped by the dedication, creativity, and expertise of everyone involved. Special thanks to Caroline, Joséphine, Tiffany, Léa, Yume, Camille, Anaïs, Hafedh, Nilo, Kevin, Valentin, Antoine, Estelle, Mélanie, Tina, Berenger, Oumou, Sandra, Charles, Mathilde, Lixia, Marine, Sarah, Julian, Lucas, Pierre… and everyone else who contributed, whether closely or from afar.