Free Association
We’re a fully remote
agency based in the U.S.


A new home for a bold, witty rebrand.


Waze recently overhauled their brand identity in order to unify their look without losing the quirkiness that customers love. With the overhaul complete, Waze needed help translating the wealth of new guidelines to a digestible format for a diverse community of users.

Free Association partnered closely with Waze’s Brand & Marketing team to transform static specifications to a new, living home for the brand — one place where employees, contractors, partners, sponsors, and community members alike could find the latest guidance and tools to create great work.


  • Product Leadership
  • Strategic Planning
  • Project Management
  • Information Architecture
  • Technical Strategy
  • UX Protoyping
  • User Experience Design
  • UI & Visual Design
  • Interaction Prototyping
  • Brand Systems & Guidelines
  • Web Development
  • Design Tools

Our goal with Brand Center was to make the new guidelines easy to understand, fun to use, and fast to update.

Content & Architecture

We architected the site to serve as a user friendly home for foundational guidelines, as well as a showcase for best-in-class creative and a resource for downloads.


We created a family of Starter Kits that package templates and assets together along with step-by-step guides to give creators a clear starting point for nearly any asset.

Design System

We built a system of components and content modules to allow for flexibility across the site sections while maintaining consistency across the site.

Dynamic Details

We put extra love into the experience to make it “Wazey” — microinteractions on buttons and links, animated visual aids, and playful 404 pages.

Reading guidance is one thing, creating great designs is another. We built a library of templates for digital and print applications with embedded step-by-step directions to give designers a head start on all kinds of creative.

In addition to the Brand Center, we’ve collaborated with Waze on their core product, marketing programs, and sonic identity.

Core Product

Strategy and design for ‘Waze Voices’, a feature in the core navigation app.

Marketing Programs

Promotional videos introducing new features and user flows for Waze Carpool.

Sonic Identity

Sound design for instant brand recall.

Visual Identity

Scaling the brand refresh to marketing and product touchpoints to evaluate and crystalize the rules.


Tory Burch

All Work

We’re a fully remote
agency based in the U.S.