Creative Director


Freehand is built for the free-spirited traveler. Shared and private rooms plus world-class cocktails at Broken Shaker.

Instagram Collages

Freehand Hotels
Let’s Sleep Together

A tired Miami Beach motel, a renowned interior design group and a notepad — that‘s what Freehand‘s founding brand director arrived with to our first meeting in 2013. Since then, Sideways helped to define a brand that has become the beacon of Millennial travel and beverage-driven hospitality.


Creative Direction, branding, digital, design


Freehand Composition
Freehand Mobile Experience
Freehand Keycards
Broken Shaker Detail
Freehand Historic Coasters
  • Agency: Sideways
  • Designer: Elena Medina
  • Technologists: William Garcia, Hart Liddell