As the seasons progressed with Free Assembly, so did the need to double down on the brand aesthetic. Each season experimented with new creative ways to showcase the collection, but Fall '22 was the first move toward a distinct visual identity, based in classic Americana.  

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Executive Creative Director: Dave Peterson

Creative Director: Willyum Beck

Sr. Art Director: Steve Carlson

Copywriter: Kara Connolly

Account Director: Laura Wiering

Sr. Executive Producer: Sean Healey

Sr. Project Manager: Molly Jackman

Client Creative Director: Brandon Maxwell

Photographer: Blair Getz Mezibov

Stylist: Tonne Goodman

Set Design: Marla Weinhoff

Product Photographer: Ben Alsop

DP: Ilja Maran