Work

MoMA: QNS

In 2000, <a href="https://www.moma.org" target="_blank" rel="noreferrer noopener">the Museum of Modern Art</a> made the bold decision to tear down and rebuild its 53rd Street home. In the interim, a $35 million renovation of a Swingline Staples factory would act as the Museum’s temporary location. The impermanence of the move served to re-energize the MoMA brand, and the new venue acted as a lab for experimentation for its identity, campaigns, and graphic systems. 
New York’s Museum of Modern Art temporarily moved across the East River to Long Island City years before the neighborhood was considered an arts destination, when Manhattanites rarely ventured to the outer boroughs. Working with the museum’s exciting programming, and the innovative architecture of Michael Maltzan, the challenge was to entice culture-seekers over to the renovated Swingline Staples factory during its three-year stay.
To convey that the museum had relocated to Queens, we built a visual world around the concept of movement. Notions of travel were prevalent in both the naming and art direction. Three-letter airport codes informed the QNS moniker, and all campaign imagery portrayed figures moving left to right – directionally the same on a map as the journey from Manhattan to Queens.
Simple gestures like arrows that signal direction and motion were used to orient visitors, while dotted lines separating information indicated temporality. A set of custom pictograms clearly explained the different options for transportation to the museum. All of these elements were designed to be a complement to the existing MoMA identity, which successfully guided visitors to the museum, and – thanks to a seamless integration with signage and architecture – then helped them to navigate it.
MoMA QNS opened June 2002 in the aftermath of the 9/11 terrorist attacks, when the world was still reeling, air travel was limited, and NYC was the last place that tourists wanted to visit. Attendance at all of the city’s cultural institutions plummeted, except for MoMA, which was the only one to exceed projected visitor numbers.
Our identity not only drew crowds to Queens, but brought a new energy to the institution, which might not have come to fruition without the move. What started as an overhaul of its building turned into a welcome refresh for the museum as a brand.

Moving MoMA to a temporary location and forward as a brand

Brand Transformation

Destination Queens

Brand Identity

Signage

Art Direction

In 2000, MoMA made the decision to tear down and rebuild its 53rd Street home. A Swingline factory would act as the Museum’s temporary location. The impermanence of the move served to re-energize the MoMA brand, and the new venue acted as a lab for its identity, campaigns, and graphic systems.

Ray's Waterfront

CONTEXT Seward, Alaska. Population: 2,735. Nestled against the Small Boat Harbor on Resurrection Bay stands Ray’s Waterfront: a family-run restaurant and a fixture of the town since 1988.
Built on familiarity and consistency, Ray's has become a community hub, serving generations of locals and welcoming tourists year after year. Founded by Ray and Leslie Simutis, it grew from a life built around adventure: Ray, a former New York taxi driver turned commercial fisherman, and Leslie, a trained cook with a love of local seafood. Ray held court in the bar, Leslie ran the kitchen.
When ownership passed to the next generation – their daughters Anna and Nina – well worn and well loved, it was time to polish the decks.
 CHALLENGE You can't fake Ray's. Already thick with character, it carries an atmosphere new establishments try to recreate but never quite can. A restaurant built on family memories and lived experience, our task was not to "refresh" it conventionally.
Instead, the work was to unearth the many layers of Ray's history and weave them into an identity that feels contemporary yet timeless. To tell a story about family and place, honour the past, and build a platform for the future under Anna's stewardship. Whatever we created needed to speak to locals and first-timers alike. And always present was Ray himself: larger than life, impossible to ignore. SOLUTION It began with an old neon sign hanging in the window, all that remained from the original brand. That glow became our anchor, a nod to Ray's beginnings and its enduring warmth. We redrew the logo from its original letterforms, sharpening its edges just enough to feel fresh while retaining its well-worn flair. From there, the mark was extended across a family of iterations and lockups, including a custom rope version that nods to Ray’s maritime roots.

From there, the visual world grew naturally. Drawing on home and family, the identity explores Ray as both individual and institution. A spirit of hospitality sits at its core — expressed across menus, printed ephemera, the website and interiors through patterns, colours, tchotchkes and old family photos. Alongside these, illustrations by Jake Foreman reinterpret lived moments with warmth and character. Together, these elements layer like a scrapbook built over decades, forming a visual language shaped by memory, repetition and care.
Ray’s architecture blends maritime references, harbourside diner charm and small-town Alaskan pragmatism, so the signage needed to feel like it belonged. For inspiration we returned to original family photos from the 80’s featuring oversized red neon channel letters glowing against weathered shingles. Working with Tim Zamberlin of National Sign Corp, Seattle’s oldest and most trusted sign maker, BaseMEL brought those details back to life on the façade, setting the tone for an interior that feels welcoming, familiar and unmistakably Ray’s.
To capture the next chapter, we commissioned Jack Bool to document the restaurant in its working rhythm: the textures, the people, the moments that make it real, and the harbour town that holds it.
The process was collaborative from the outset, shaped by a small team bringing care to a place that already meant so much to its community. The result is a renewed Ray's, grounded in its past and confidently set for its next chapter.

A new chapter for a local Alaskan legend

FRESH CATCHES & WARM WELCOMES

Digital

Motion

Uniform & Merchandise Design

Copywriting

Brand Strategy

Alliance Graphique Internationale (AGI)

Context <a href="https://a-g-i.org/">Alliance Graphique Internationale (AGI)</a> is a borderless collective of the world’s leading designers, gathering each year to exchange ideas, challenge perspectives, discuss the evolution of the discipline, and engage with local creative communities. In 2025, for the first time, AGI lands in Southeast Asia for its annual Congress and conference, AGI Open. A new geography, a new energy, a new point of view. Hosted in Ho Chi Minh City by AGI members and BaseSGN partners Joshua Breidenbach and Chí-An De Leo, the event marks a shift, not just in location, but in lens. 
Challenge How do you design for a place so often reduced to visual shortcuts and cultural clichés? BaseSGN was tasked to create an identity that felt unmistakably Vietnamese without falling into the expected. To reflect the complexity of a city and a country in motion, while meeting the weight of AGI’s global reputation. A non-profit, multi-layered event spanning several days, formats, and audiences, requiring a system that holds together yet remains alive. The challenge was to provoke and inspire, capturing a contemporary energy that feels real and vibrant. Something that resonates with international visitors, while offering locals a version of Vietnam they recognize and feel proud of.
Solution A system born from the street. Conceived, designed, and produced by the BaseSGN team, the project takes shape as a full 360° undertaking, developed over nearly a year. From visual identity to conferences, from venue design to program curation, from city-wide communications to merchandise produced with local makers, every layer is shaped as one continuous experience. At its core, “ĐÂY,” meaning “here,” anchors the work in presence and immediacy. The system draws from Ho Chi Minh City’s streets: lightboxes, vernacular type, layered signage, a visual rhythm that is dense, direct, and unapologetic. An approach defined as “economical maximalism.” Type becomes democratic, widely used, and instantly familiar. Layouts stretch, compress, and collide across formats, pushing legibility to its limits, then moving past it. Colors are loud, direct, and impossible to ignore. Every element follows the city’s relentless pace, where chaos becomes structure and rhythm replaces rules. The result is an identity that doesn’t explain Vietnam. It exists within it. Here and now.

A global design gathering. A city alive. Vietnam, unfolding.

Clarifying Vision

HERE. NOW. IN THE STREETS.

Naming

Film

Brand Campaign

Spatial Design

Typeface Design

Digital Strategy

Art Gallery of South Australia

Context The <a href="https://www.agsa.sa.gov.au/" target="_blank" rel="noreferrer noopener">Adelaide Biennial of Australian Art</a> is the country's longest-running survey of contemporary practice. For the 19th edition, AGSA appointed Ellie Buttrose as curator, coming off Australia's Golden Lion win at the 2024 Venice Biennale. Buttrose built the show around a single provocation: how much pressure can materials, identities and histories absorb before something gives? 
Titled ‘Yield Strength’, the exhibition spans the Art Gallery of South Australia, <a href="https://samstag.adelaide.edu.au/" target="_blank" rel="noreferrer noopener">Samstag Museum of Art</a> and the <a href="https://www.botanicgardens.sa.gov.au/" target="_blank" rel="noreferrer noopener">Adelaide Botanic Garden</a>, bringing together 24 artists across three venues. BaseMEL returned as creative partner, charged with building an identity as pressured, layered and in-flux as the show itself. 
Challenge Working closely with Buttrose and the AGSA team, we began with a set of provocations; a deliberate refusal of branding's instinct toward resolution. Could a visual identity behave like evolving matter, flexing and fraying, time-stamping itself through its own deterioration? Could branding become a durational performance where strength, fragility, and inevitable change converge? The exhibition, we understood, wasn't delivering a message but establishing a condition. 
These questions shaped a strategic direction that embedded process within identity itself. Design elements held in perpetual tension with their frames – never resolving or snapping back to equilibrium, and an identity that mirrored the exhibition's essential nature: layered, porous, in flux. Meaning would accumulate not through clarity but through proximity, contrast, and the passage of time.
From this foundation, we developed propositions across typography, campaign, publication, merchandise, and digital touchpoints; each governed by the same logic. Instability became our design principle. Entropy, our primary material. Time, our most essential collaborator. Nothing would yield cleanly; everything would bear the marks of its own becoming.
 Solution At the centre of the identity sits <a href="https://yield-strength.com" target="_blank" rel="noreferrer noopener">Protocol</a>, a programmatic typeface developed in collaboration with <a href="https://counter-forms.com" target="_blank" rel="noreferrer noopener">Counter Forms</a>. Driven by live environmental data: temperature, wind speed, surface pressure in Adelaide, and the S&amp;P 500, a global barometer of financial markets. Protocol mutates every six hours. New iterations are released twice daily throughout the Biennial. On the final day of the exhibition, the system reaches its programmed demise: bent, fragmented and exhausted.
The broader visual system follows the same logic. Signal yellow set against mineral reds and charcoal blacks; two speeds in one frame. Design elements that press against their boundaries, never resolving. The code informing Protocol is made visible inside the galleries, placing the process on display alongside the work. 
The exhibition catalogue rethinks the form entirely. A single-signature, soft-cover publication designed for casual reading: floppy, immediate, tactile. Long-form essays alongside materiality spreads and artist content that recurs without fixed sequence or narrative arc. 
Merchandise extends the same thinking: intentional distortion, deliberate error. Franken-stitch totes. Distressed mis-stitched caps. Objects designed to weather, age and fray.

Curatorial condition as message

YIELD STRENGTH

Book Design

Profectum

Context For years, difference was something to fix. <a href="https://www.profectum.org" target="_blank" rel="noreferrer noopener">Profectum</a> – a nonprofit named for “moving forward” – saw it differently: every person is unique, not broken. Founded by experts in psychology, education, pediatrics, and therapy, Profectum pioneered the DIR® Model¹: a relationship-based approach that helps neurodivergent people grow in their own direction.

Neurodivergence is more common than many think – one in six². Not a statistic, but a neighbor. A friend. A face across the table. Autism, ADHD, dyslexia, dyspraxia – each brings a different way of thinking and connecting. Yet for families, the diagnosis is only the start. The real journey is learning how to navigate and thrive in a world built for sameness.
Challenge Profectum began with a radical idea: relationships change everything. That belief reshaped how families experience autism. Now, with a revitalized board, they’re expanding their mission – beyond childhood autism to support the full spectrum of neurodivergence at every age. The goal: to show the world what they’ve always known that DIR®-based care doesn’t just help, it transforms.

They turned to BaseNYC to reflect this evolution in a new brand: one that captures their deep knowledge and their unique role as true partners to families. The visual identity, in turn, needed to adapt – to become more inclusive, flexible, and reflective of the diverse Profectum community.
Solution The BaseNYC team began where Profectum begins: with relationships. Guided by the principles of the DIR® Model, we built the brand around the idea of the “humble expert”: confident, caring, collaborative. A voice that leads with empathy and listens before it speaks. Visually, the identity mirrors this philosophy. Shapes shift and adapt at their own rhythm, echoing the DIR®’s core belief: meet each person where they are and grow from there. Gradients blur the edges, softening boundaries between categories, diagnoses, expectations. The identity is warm and precise, flexible and structured. Built to adapt as Profectum grows, just like the people they support.

Rooted in relationships. Built to grow together.

ONE SIZE DOESN’T FIT ALL

Abel

Context<a href="https://abelfragrance.com" target="_blank" rel="noreferrer noopener"> Abel</a> is a pioneer of modern natural perfumery. Founded in 2013 by former winemaker Frances Shoemack, Abel emerged in Amsterdam before returning home to Wellington, New Zealand. From the outset, Abel challenged an industry built on secrecy, petrochemical shortcuts and compromised ethics. After discovering that an estimated 95% of fragrance molecules are derived from fossil fuels, Shoemack set out to prove that natural perfume could be both sophisticated and high-performing. Working in close collaboration with Master Perfumer Isaac Sinclair and perfumer Dr. Fanny Grau, Abel reformulated its range with a 37% increase in parfum concentration. The result: greater strength, longevity and character, with an uncompromising 0% petrochemicals. 
Challenge In a category driven by hype, excess and cosmetic sustainability, Abel needed to evolve without undermining its credibility. Over-designing the brand would feel inauthentic. Under-designing it would fail to reflect the scale and substance of change beneath the surface. BaseMEL's task was to build on more than a decade of brand equity while radically reducing environmental impact, without defaulting to the familiar visual language of “sustainable” branding. Complex science needed to be translated into something emotionally resonant, not technical or worthy. This relaunch marked a decisive new chapter for Abel, establishing a cohesive visual identity, packaging and brand platform as rigorous as the reformulated fragrances themselves.
Solution BaseMEL anchored the work in the idea of 'Radical Fragrance', defined by the intersection of biotechnology, master perfumery and 100% natural ingredients. The approach was one of distillation rather than minimalism: stripping back form and material so the complexity of the fragrance within could speak.
The identity draws on Abel’s triad of art, ethics and natural science, expressed through a redrawn logotype with triangular serifs and a bespoke, faceted glass bottle. Inspired by the sculptural work of Roni Horn, the conical form feels grounded and elemental, with textural sandblasted glass giving way to a polished top, like a crystalline pool of water. Caps are made from Vivomer, a biotech-derived material that is home-compostable and biodegrades within 20 weeks.
In collaboration with Progress Packaging, we developed a flat-packed, three-part system that reduces material use, shipping volume and waste. Abel’s signature chartreuse was retained and intensified, while a custom 450gsm Colorplan paper, developed with GF Smith, uses 100% recycled content. Combined with a restructured supply chain, the system delivers a 96% reduction in the carbon footprint of Abel’s paper packaging, setting a new benchmark for the fragrance industry. Spanning brand strategy, identity, packaging, copywriting, campaign and digital art direction, the work translates Abel’s philosophy into form, proving that transparency, performance and responsibility can coexist without compromise.
Collaborators Lance McGregor, McGregor &amp; McGregor – Engineering and technical consulting Studio Almond – Digital Design &amp; Development Progress Packaging – Carton Production Stoelzle Glass Group – Glass Manufacturing Annika Kafcaloudis – Packaging Photography Ana Kras – Campaign Photography

Born from nature. Enhanced by biotechnology.

From Product to Brand

RADICAL FRAGRANCE

Packaging

KANAL–Centre Pompidou

Context<a href="https://kanal.brussels/en" target="_blank" rel="noreferrer noopener"> KANAL-Centre Pompidou</a> is the most ambitious cultural project of this decade in Brussels. Conceived as the city’s home for modern and contemporary art and architecture, the institution brings together exhibitions (including access to the Centre Pompidou’s entire collection of works), live events, workshops, talks, children’s programs, and a center for architecture alongside a dense constellation of public spaces such as a library and research center, a playground, multiple food spaces, and expansive rooftop and panoramic areas. 
Housed in the former Citroën garage along the canal, at the crossroads of several neighborhoods, the project transforms an industrial complex of extraordinary scale into a public space spanning 40,000 square meters, half of which is free to enter. KANAL is intended to be part of everyday Brussels city life, in close dialogue with the <a href="https://be.brussels/en" target="_blank" rel="noreferrer noopener">Brussels-Capital Region</a> and the <a href="https://www.centrepompidou.fr/en/" target="_blank" rel="noreferrer noopener">Centre Pompidou</a> in Paris, anchoring the institution locally while situating it within an international cultural network.
At the moment of its unveiling on January 28, 2026, KANAL is publicly emerging before it is physically accessible. Its visual identity and first year of programming are introduced while the building continues toward completion, ahead of its international public opening on November 28, 2026.
BaseBRU partnered with KANAL over a two-year period to help shape how this institution comes into the world, assembling a collaborative team that includes cultural partners <a href="https://kioskradio.com" target="_blank" rel="noreferrer noopener">Kiosk Radio</a> and <a href="https://digizik.com" target="_blank" rel="noreferrer noopener">Digizik</a>. 
Challenge KANAL goes beyond the traditional definition of a museum. It is conceived as a place of encounter and experimentation, a place of many possibilities, where disciplines, audiences, and uses overlap.
Communicating this multiplicity posed a challenge of ambition and clarity. How do you build a brand and vision that is open and understandable to all without reducing its aspiration, while holding many disciplines, voices, and rhythms within a coherent system and inviting participation without defining how it should happen? One that speaks equally to schoolchildren and nightclub-goers, art lovers and architectural researchers, local communities and international audiences?
Ultimately, the task was to define an identity capable of carrying KANAL’s purpose forward, while expressing an institution intentionally open, evolving, and perpetually in the making.
Solution So, what will KANAL be? Our approach began by trying to name this reality. One of multitudes. One of movement. One of flow, of overflow. But also, of quietude. The energy and radical openness that will be created from its programmation, in and beyond its walls. 
BaseBRU crafted an identity designed to be in constant flux. At its core sits a variable typeface, developed in collaboration with Charlotte Rohde, whose forms shift, flow, and overflow, mirroring KANAL’s inherent openness and its constant exchange with the city. Extending beyond typography, the identity is built as a flexible system that operates across digital and print, allowing KANAL to hold multiplicity and move between tones, from generous and bold to precise and animated, playful and serious, often all at once.
Because KANAL is not a single voice or discipline, the identity could not be built in isolation. From the outset, we worked with the institution to assemble a broader cultural ecosystem, bringing in Kiosk Radio (one of Brussels’ coolest indie radio stations) to shape the institution’s sonic presence and Digizik (performance marketing and media) to activate KANAL’s campaign and communication strategy. As orchestrator of this network, Base helped align these distinct voices into a shared identity, designed to operate as a living system rather than a fixed expression.
Together, they establish KANAL as a cultural world already in motion, building momentum toward the full opening of the institution in November 2026.

A museum of multitudes, flowing and overflowing into Brussels – and beyond

FACTORY OF FUTURES

Grand Palais

Context Built for the 1900 Universal Exhibition, the <a href="https://www.grandpalais.fr/en" target="_blank" rel="noreferrer noopener">Grand Palais</a> is one of Paris’s most recognizable cultural landmarks. A triumph of stone, steel, and glass, it embodies the optimism and ambition of the Belle Époque. Conceived as a showcase for French art, science, and industry, it has continually reinvented itself over more than a century. Today, the Grand Palais is a global stage for exhibitions, fairs, fashion, and live events: a place where culture is both monumental and contemporary. 
Challenge After a four-year renovation, the Grand Palais reopened in June 2025 – structurally renewed, spatially expanded, and upgraded to modern standards of access, safety, and comfort. Hidden areas were revealed, and the nave reclaimed as a vast, flexible stage for culture. The reopening season set an ambitious tone, bringing together major exhibitions, art fairs, performances, and fashion moments, from collaborations with the Centre Pompidou to the first Chanel show by Mathieu Blazy. The challenge was to create a new visual identity and communications system to accompany the Grand Palais’s transformation and reopening, one that could honor its historic legacy while projecting a renewed, future-facing ambition.
Solution “Grand” in French means big, but also magnificent. The idea was embedded in the name itself: in scale, ambition, and vision, everything would be grand. By bringing the two words Grand and Palais together, the logo echoes the architecture of the façade. Oversized typography allows titles to extend beyond the frame, while elastic layouts and dynamic transitions express the generosity and versatility of the program. Using Grand as a multiplier to name spaces, functions, and moments across the institution (“grand cadeau”, “grand café”, “grande culture”, etc.), the identity flexes to accommodate an eclectic cultural agenda through contrast and variation. Designed as a fully integrated system across digital, social, and print, the project does not look back to celebrate history, but forward to reflect the pulse of contemporary culture. It is driving the reopening of one of France’s most iconic cultural institutions.

Paris reclaims its grand stage for culture.

Grand Palais. Grande culture.

Jardin Botanique de Genève

Context On the shores of Lake Geneva stands one of the world’s leading botanical institutions. Founded in 1817, the <a href="https://www.jardinbotaniquegeneve.ch" target="_blank" rel="noreferrer noopener">Jardin Botanique de Genève</a> is internationally renowned for plant conservation, taxonomy, and mycology. Supported by the City of Geneva and private donors, its mission is the study and safeguarding of the living world. Behind its serene landscapes lies a scientific powerhouse: one of the world’s most important herbariums, a major seed bank, and research programs that shape global botanical knowledge. Uniquely, the garden is fully organic — a rare commitment at this scale — allowing nature to evolve on its own terms. Its scientists are at the forefront of research in systematics and genetics, contributing to international collaborations and shaping how plant knowledge is classified and shared worldwide. Open and free to the public, it is both a place of leisure and a world-leading scientific center.
Challenge For most visitors, the Jardin Botanique was simply a beautiful garden. The depth of its scientific work, the laboratories, the underground herbarium bunker, and the global collaborations remained largely invisible. A gap had formed between perception and reality. While the institution ranks among the most advanced botanical centers in the world, its image felt static, even traditional. The inclusion of “Conservatory” in its former name reinforced the idea of preservation over action. The challenge was to shift that perception: to reveal the science, highlight the experts, and position the garden as a dynamic actor of the present and future. To reveal the invisible and to make science visible, accessible, and engaging. A place not only to admire nature, but to understand and protect it. And a source of pride for Geneva and beyond.
Solution Connections, multiplied. Like roots beneath the soil, everything here is linked. The new identity, created by BaseGVA, makes those connections visible: between science and beauty, past and future, the visible garden and the hidden collections below ground, the local landscape and global biodiversity. A graphic “pointer,” inspired by scientific notation, anchors the visual language. It marks, connects, and reveals, guiding audiences from what they see to what they don’t. The redesigned logo embraces the idea of infinite connection, blending organic growth with scientific precision. Communication now shows the whole ecosystem: the blooms and the bunker, the trees and the taxonomy, the calm of the park and the rigor of research. Conservation becomes active, participatory, and outward-looking. The Jardin Botanique de Genève steps forward as what it truly is: a museum of the living. From the ground beneath our feet to the future we shape.

Connecting beauty, research, and the future of biodiversity.

SCIENCE, POINTED FORWARD

Studio Museum in Harlem

Context As <a href="https://www.studiomuseum.org/" target="_blank" rel="noreferrer noopener">The Studio Museum in Harlem</a> prepared to reopen its landmark new building on 125th Street, it chose to start where its story began, with artist Tom Lloyd. His 1968 exhibition of unique, electronically programmed light works defined the museum’s early vision of Black art as self-determined and experimental.
Following Base’s earlier work designing and developing <a href="https://www.basedesign.com/work/studio-museum-in-harlem" target="_blank" rel="noreferrer noopener">the museum’s website</a> during its years in transition, we were to create a digital companion for the reopening exhibition. The goal was to carry Lloyd’s spirit of innovation into the digital realm, creating a hybrid experience in which a digital companion adds a new layer to the exhibition – one that can only be truly felt in the gallery, even as it extends beyond Harlem.
Challenge Lloyd’s Light Works were groundbreaking in their time, merging art, engineering, and everyday materials into something entirely new. His sculptures blinked, clicked, and pulsed with a kind of joyful precision that was both technical and deeply human.
Translating that spirit into a digital experience required the same sense of experimentation. Whatever we created had to carry his essence, his innovation, his rhythm, and his quiet quirkiness, without ever feeling like imitation.
The challenge was to enrich the experience of gallery visitors, adding an immersive digital layer that offered context without distraction. It had to inform without instructing, and feel atmospheric rather than gamified.
Solution Working in close collaboration, BaseNYC and BaseDGTL designed and built a <a href="https://tomlloyd.studiomuseum.org/" target="_blank" rel="noreferrer noopener">mobile-first microsite</a> that adapts to where you are: At the Gallery or Not at the Gallery. On-site visitors can activate Conversations, a guided playlist of audio and video that feels like walking the show with a knowledgeable friend. Curatorial voices mix with recordings clicking of Lloyd’s original light control boxes, restoring the subtle rhythm and atmosphere of his work without intruding on the experience.
Each artwork page reveals what cannot always be seen in person, from alternate color sequences to full flicker patterns. Supplementary sections explore Lloyd’s life, his Storefront Museum, and archival materials that trace his influence across Harlem’s creative community.
Technically lightweight and visually restrained, the microsite mirrors the precision of Lloyd’s own circuitry. The result reflects the strengths of both teams, with design and development evolving together from the first sketches.
In dialogue with the museum’s new building, a space devoted to art, light, and collective imagination, the project continues the Studio Museum’s story, rooted in Harlem and alive online.

A digital companion to Tom Lloyd's rhythm and invention

Digital Experience

Tom Lloyd Microsite

Wendy Andrade

Context<a href="https://www.wendyandrade.co/en" target="_blank" rel="noreferrer noopener"> Wendy Andrade</a> is a Brazilian artist whose practice drifts between photography, poetry, film, and books. His work holds tensions: tender yet political, quiet yet overflowing with emotion. Through portraits, words, and moving images, he celebrates Black identity and beauty with rare intimacy.
As his recognition grew across Brazil and the world, so did the need for a home that could gather his many creative forms. Wendy needed a space that could reflect the way he works: intuitive, rhythmic, and profoundly human.
Challenge To build a digital space that does not just present his work, but feels like it: fluid, poetic, layered. A place where visuals and words coexist without hierarchy. Where visitors drift rather than navigate, carried from image to text to film in the same rhythm that runs through Wendy’s art. 
Solution Water shaped everything. In Wendy’s work, it is both metaphor and memory, carrying joy, rhythm, and resistance. In the site, it became our guiding concept, shaping typography, interactions, and rhythm alike. From the first sketches, BaseNYC and BaseDGTL shaped it together, design and code evolving in one current.
The result is not a collection of pages but one continuous experience, a single digital current that mirrors Wendy’s creative flow. The water allegory runs through it completely. Moments of quiet contemplation give way to gentle waves as you scroll, the interface dissolving softly like water in sand before rushing into faster, louder cascades.
Each visit generates new pairings of image and poem, fleeting as a wave. Scroll, and the current carries you forward. Pause, and the surface calms. Poems appear in narrow streams, full-bleed photographs flood into the edges, and films and books gather in quiet pools.
More than a website, it is a living digital composition – a continuous image-poetry flow that reflects Wendy’s universe. Rather than a showcase of Wendy’s work, the site acts as an extension of it. A vessel built to hold emotion in motion, a digital body that remembers every tide and reflection, and lets them rise anew each time you arrive.

A digital sea where image and poetry move in one current

TODO MENINO É UM MAR

4P’s

Context<a href="https://pizza4ps.com/" target="_blank" rel="noreferrer noopener"> Pizza 4P’s</a> began as a small restaurant in Ho Chi Minh City with a radical idea hidden in its name: 4P’s stands for “For Peace.” Founded by a visionary Japanese couple, it set out to make people smile through food – proof that even something as simple as pizza could carry purpose. The restaurant quickly became a phenomenon, loved for its craft, warmth, and optimism. From those humble beginnings, the brand has expanded to more than 50 locations across Vietnam, Cambodia, Japan, Indonesia, and India. Over time, 4P’s grew beyond pizza. Behind every restaurant was a bigger vision: to create “platforms for peace” that connect people through food, farming, education, and sustainability.
Challenge Pizza 4P’s quickly became a phenomenon, loved for its craft, warmth, and optimism. But as its ambitions expanded, its original name began to feel too small. “Pizza 4P’s” carried heritage, but it couldn’t hold everything the company had become. How could one brand stretch to include cheese factories, organic farms, coffee roasteries, and new hospitality ventures – without losing its soul? The challenge wasn’t how to scale, but how to stay true.
Solution BaseSGN worked closely with the founders to distill the essence of the brand into a single, unifying idea: “Platforms for Peace.” From there, “Pizza 4P’s” became one expression of a broader master brand: simply “4P’s.” This reframing elevated the company from a restaurant chain to a philosophy of doing business with intention and humanity.
The new identity system reflects that spirit: flexible enough to grow, consistent enough to stay grounded. Its design language balances warmth and precision, extending from packaging to print, uniforms to signage. To bring it all to life, BaseSGN collaborated with former Pixar animator Andrew Gordon to create BUU – a friendly burrata mascot that captures 4P’s humor, optimism, and human touch.
Today, 4P’s is more than a place to eat. It’s a growing ecosystem of restaurants, farms, and projects that share one quiet ambition: to make the world smile for peace.

From restaurant to movement, serving happiness, one smile at a time.

From Startup To Scaling up

PEACE OF PIZZA

Rooster Beers

Context In a market split between easy-drinking lagers and overdesigned craft imports, <a href="https://roosterbeers.com" target="_blank" rel="noreferrer noopener">Rooster Beers</a> stood for something new: Vietnam’s first classic beer brand with a craft soul. Formerly Phat Rooster Ales, the brewery wanted to ditch its expat image and become a name locals could actually drink to – straightforward, funny, and proud. Because in Vietnam, beer isn’t just a drink. It’s culture, conversation, community.
Challenge Rather than simply rebrand, we needed to reclaim. To take “craft” out of the air-conditioned bars and put it back on the street. The brand needed to feel familiar but fresh, quality without pretension. A beer you could spot from across the block, laugh with, and bring home. Something made here, for here.
Solution BaseSGN cut the “Phat”, kept the rooster, and turned it into a national bird. Rooster Beers became an unapologetically local brand: loud, bright, and instantly recognizable. Red and mustard yellow borrowed from everyday Saigon: delivery bikes, street signs, bia hơi joints. The design speaks fluent Vietnamese: from the cry “BIA GÀ Ò Ó O!!!” (“Cock-a-doodle-doo!”) on coasters to the Rooster Delivery Team in matching workwear and bikes. Every touchpoint feels confident and unfiltered. Not a craft beer pretending to be global – a Vietnamese beer proud to be local.

Vietnam’s local beer that crowed louder than craft.

COCK-A-DOODLE-DRAUGHT

UNIQLO

Context In 2019, <a href="https://www.uniqlo.com" target="_blank" rel="noreferrer noopener">UNIQLO</a> brought LifeWear to Vietnam, introducing its philosophy of simplicity, utility, and universality to one of Asia’s youngest and fastest-growing markets. A global brand built on essentials was about to meet a culture defined by energy, ambition, and change. Ho Chi Minh City became the stage for this encounter: a place where daily life moves fast and where style is inseparable from spirit.
Challenge Launching UNIQLO in Vietnam meant more than opening stores. It was about translating LifeWear into local life, making a global idea feel true to Vietnamese optimism and motion. The campaign needed to do both: deliver the scale of a national launch and express a cultural connection. To achieve that balance, every detail – from message to typography – had to speak both languages fluently.
Solution BaseSGN created the launch concept “Elevate Everyday” (Nâng chuẩn mỗi ngày). It captured Vietnam’s momentum and framed LifeWear as a partner in progress, raising the standard of simplicity, quality, and daily life. The campaign centered on real Vietnamese individuals: students, entrepreneurs, and creators whose energy mirrored the country’s dynamism. Working with teams in Tokyo, New York, and Vietnam, BaseSGN developed a fully integrated launch of films, outdoor media, and immersive store environments.
To give UNIQLO a true local voice, the team collaborated with type designer Chi Long Trieu to adapt the brand’s core typeface for Vietnamese, ensuring the same minimalist precision could speak naturally in its new context. The Ho Chi Minh City opening drew more than 10,000 visitors on its first day, followed by a nationwide rollout in Hanoi. More than a market entry, it marked the beginning of a dialogue where Japanese minimalism meets Vietnamese vitality.

Where Japanese simplicity meets Vietnamese energy

ELEVATE EVERYDAY

Flanders District of Creativity

Context<a href="https://www.flandersdistrictofcreativity.be" target="_blank" rel="noreferrer noopener"> Flanders District of Creativity</a> (FDC) has spent twenty years fueling one of Belgium’s strongest exports: fashion and design. From the disruptive <a href="https://art-hub-magazine.com/2024/05/13/who-were-the-antwerp-six/" target="_blank" rel="noreferrer noopener">Antwerp Six</a> to today’s international studios, creativity from Flanders has traveled the world. FDC has been there throughout – supporting, mentoring, and amplifying. But after two decades, it was time for that energy to be heard in a new way: louder, clearer, younger.
Challenge FDC was an active, respected, and essential institution. But its voice wasn’t always clear. Known as “Flanders DC,” the shorthand felt vague – many didn’t know what it stood for. Its presence was scattered across platforms, with no single entry point to grasp its role or purpose. The mission was unchanged, but its expression no longer kept pace. What was needed was a unified presence, to be perceived as what it had always been: the iconic voice for fashion and design made in Flanders.
Solution The answer lay in the name. We spelled it out – Flanders District of Creativity – restoring weight and pushing visibility. From there, we built on its strengths: rooted in Flanders, active through continuous support. “District” became the cornerstone of a new brand ecosystem: not just a word, but a place where programs, expertise, and opportunities meet. BaseBRU shaped the identity around this idea: bold, with mature typography and a clear, engaging tone – always leaving space for creativity to shine. BaseDGTL made the website the district’s beating heart: a dynamic hub with a powerful search bar connecting people to workshops, tools, and templates. From magazine to merchandise, every touchpoint now speaks with one distinctive voice: that of Flanders District of Creativity.

Giving Flanders’ design the freedom – and the authority – to speak

MADE IN FLANDERS

Art Genève

Context Art doesn’t always need more space. Sometimes, it just needs the right one. Instead of sprawling across halls, <a href="https://www.google.com/search?client=safari&amp;rls=en&amp;q=art+geneve&amp;ie=UTF-8&amp;oe=UTF-8" target="_blank" rel="noreferrer noopener">Art Genève</a> compresses: around 80 galleries – plus museums, institutions, and young voices – squeezed inside <a href="https://www.google.com/search?client=safari&amp;rls=en&amp;q=Palexpo&amp;ie=UTF-8&amp;oe=UTF-8" target="_blank" rel="noreferrer noopener">Palexpo</a> twice a year. Some works for sale, some not. Intimate, hybrid, deliberate. A fair that proves small can still be serious, if you do it with intent.
Challenge The format was its strength – intimate scale, international quality – but the identity lagged behind. Too institutional, too anonymous, it failed to match the ambition already present on the floor. The fair needed a sharper face: one that could attract a design-literate global audience while staying rooted in Swiss tradition.
Solution We began with the line: The biggest of the smallest art fairs. Then pushed it, quite literally, to the edge. A stark typographic system where words press against the margins, creating tension and a deliberate claustrophobia. Sans serif, black and white, radical restraint, swiss. Nothing ornamental, everything intentional. Type that stretches across signage, motion, print, and space at Palexpo. A voice that feels local, looks global. Built to evolve year after year: each edition a new color, the same uncompromising edge. An intimate fair with an identity finally as bold as its positioning.

The biggest of the smallest art fairs

TO THE EDGE

The Huntington

Context A bonsai trimmed for decades. A Gutenberg Bible. The Blue Boy – and Kehinde Wiley just across the hall. This is <a href="https://www.huntington.org" target="_blank" rel="noreferrer noopener">The Huntington</a>, the jewel of Southern California. Founded in 1919, it’s a living paradox – a cultural crossroads where past and present meet on 200 acres of art, archives, and gardens. A research library spanning ten centuries. A museum with nearly 50,000 works. And yet, The Huntington’s strength isn’t its scale – it’s the way things connect. It supports global scholarship, inspires learners of all ages, and sparks public curiosity through exhibitions that cross disciplines. Here, history moves. Nature matters. And culture grows from the ground up. 

Challenge Though well known in academic and cultural circles, The Huntington was still widely misunderstood by the broader public. Most visitors knew the gardens. Few saw the full picture. That gap became more urgent as the institution entered a new phase. A long-term plan – reimagining the institution’s spaces, grounds, and collections – signaled a broader shift: toward openness, integration, and access across everything it offers. The challenge was not just to design a brand, but to shift perception. The brand needed to bring its richness into clearer view, highlighting the connections between its diverse parts, positioning The Huntington’s 360° nature as a place where nature and knowledge meet to enrich the human experience. 

Solution The whole is greater than the sum of its parts so we make it simpler: “The Huntington.” A shift toward unity, clarity, and presence. The idea of a “hidden gem” – treasured, layered, quietly extraordinary – became the foundation for both positioning and design. At the center of the new identity is a monogram: a sculpted “H” with a gem-like core. The flanking pillars point backward and forward, symbolizing the institution’s heritage in the past and commitment to a shared future through their collections. The color palette pulls from pigment and plant life. Signature green anchors the system, with accents that shift like light on a leaf or oil on canvas. Nothing shouts. But it all connects.

One of one. Rooted in California. Framed for a wider world.

HIDDEN GEM

DashPass by DoorDash

Context Some services deliver. Others open doors. <a href="https://www.doordash.com/dashpass/partner/lyft?gclsrc=aw.ds&amp;&amp;utm_source=Google&amp;utm_medium=SEMu&amp;utm_campaign=CX_US_SE_GX_GX_DPT_CUSXXX_23709231498_DSHPSS_+PM_DNV_DASHP_PMaxDPGrocery_EVG_CPAx_XXX_COUSA_EN_EN_X_DOOR_GO_SE_PMX_XXXXXXXXXX&amp;utm_term=&amp;utm_content=&amp;utm_adgroup_id=&amp;utm_creative_id=&amp;utm_keyword_id=&amp;gad_source=1&amp;gad_campaignid=23732558789&amp;gbraid=0AAAAADemgEsgNo_G6yllutwIYM8dFjMy7&amp;gclid=CjwKCAjwnZfPBhAGEiwAzg-VzJvH7wngKuWvI6xADEMkX9e1bqi3ZCNPcL6SPRUi6HTf-T9oj-e2VxoCrXcQAvD_BwE">DashPass</a>, <a href="https://www.doordash.com/?srsltid=AfmBOooc3X1mFIPfdIiYu-DrXpGxXFSIFLrM8PdF90HuppM2PPnDDobF">DoorDash</a>’s all-access membership program, was built to do both, quietly expanding what the platform could offer, from meals to everyday essentials. But as its universe grew, so did its meaning. What started as a benefit became something broader, richer, more embedded in daily life. Not just access, but access to more of more. More places, more possibilities, more of what makes a neighborhood feel alive. From corner stores to cult favorites, from last-minute needs to small indulgences, DashPass sits at the intersection of scale and proximity. A national platform, rooted in local rhythm. The opportunity was to give that feeling a form. 

Challenge How do you express abundance without losing intimacy? DashPass needed to evolve into a brand that feels as expansive as its offering, yet as close as the places it connects you to. It had to live everywhere, across cities, screens, and streets, while still feeling like it belongs just around the corner. The challenge was to build an identity that carries generosity at every level: bold, vibrant, unmistakable, yet grounded in the texture of neighborhoods and everyday life. To balance scale with softness, system with spontaneity. To make “more” feel personal. 

Solution More color. More life. More to discover. Created by BaseNYC, the new DashPass identity embraces abundance as a language. Built around the idea “Your Pass to More,” it turns generosity into something you can see and feel. A dynamic “Pass” frame becomes a window into everything that’s nearby, a flexible device that captures the richness of what DashPass unlocks, from local gems to daily essentials. A distinctive purple leads the system, bold and energetic, expanding into a vibrant, multi-colored palette that reflects the diversity of neighborhoods across the U.S. The typographic system is elevated by pairing DoorDash’s TT Norms with a new expressive, condensed headline style, bringing added energy, clarity, and impact across every touchpoint. Photography leans into proximity, celebrating the everyday through playful, abundant still lifes that feel sourced from just down the street. The result is an identity that scales without losing its human touch, so much so that its visual and verbal language went on to influence the broader DoorDash brand. A brand that feels big, but never distant. DashPass connects you to more. More of what’s around you, closer than ever.

More to see. More to try. More of more.

YOUR PASS TO MORE

Close Company

Context: Founded by Ciaran McGuigan of Orior, <a href="https://closecompanyliving.com" target="_blank" rel="noreferrer noopener">Close Company</a> set out to build something the furniture market was missing: accessible, well-made pieces with genuine character. Designed and made in Newry, Northern Ireland, the brand draws on generations of craft knowledge alongside a contemporary approach to design and service. When it came time to bring the brand to life, McGuigan turned to Base. The brief was clear: build a furniture brand that people refuse to throw away, one that feels at home in any home, and earns its place through everyday life.
Challenge: The furniture market is crowded with brands promising the same things: quality, comfort, longevity and value. The result is a category defined by neutral design and broad appeal, a sea of sameness where meaningful distinction is nearly impossible.
Following a deep customer research and insights programme, we uncovered who was really buying and what they actually needed. Two provocations shaped the process: How do we build a brand people refuse to throw away? And how do we create something ownable without sacrificing mass appeal?
The research surfaced a clear truth: while customers have more choice than ever, they want less of it. They want comfort, longevity and furniture that works with their lives, not against them. Their homes are diverse, personal and far from perfect. Mass market brands respond to this with safe, forgettable design. The real opportunity was the opposite: modern, eclectic pieces with genuine character, warm enough to feel approachable, confident enough to stand apart.
Solution: BaseMEL partnered with Close Company to define the brand from the ground up: strategy, name, identity, art direction and voice built around a single idea. Cosy Utility.
Cosy speaks to comfort, materiality and the warmth rooted in Irish culture. Utility reflects durability, service and the conviction that good furniture should perform as well as it looks. Together they define a brand that is both inviting and purposeful.
The idea shaped every layer of the identity. A bespoke logotype introduces subtle ligatures connecting the "Cl" and "Co", tightening letterforms to create a sense of closeness and familiarity. A soft rounded serif nods to craft heritage, paired with a utilitarian sans serif built for clarity. A bespoke logomark extends the ligature logic, with the abbreviated "CCo." folding together into a single cohesive mark.
Photography moves away from staged perfection toward real homes, real customers, and lived moments. Warm natural light, everyday objects and a genuine diversity of spaces make the point plainly: Close Company furniture belongs in real life. An eclectic illustration style extends this range, moving between playful iconographic moments and detailed editorial storytelling, providing a lively, geometric counterpoint to the photographic and videographic art direction.
The result is a new kind of furniture brand: rooted in Irish warmth, confident in its craft, and built for the realities of modern living. – Marketing campaign content by Terrane Group

Furniture with character. Made to be lived with, not just looked at.

COSY UTILITY

NTGent

Context<a href="https://www.ntgent.be/en" target="_blank" rel="noreferrer noopener"> NTGent</a> breaks the mold of a traditional theatre, much like Ghent itself – a city where rebellion is part of the DNA, where tradition meets confrontation, and where culture doesn’t sit still. When the institution set out to reimagine itself, it didn’t want a new logo. It wanted a new way to speak. BaseBRU and BaseDGTL were brought in not to design a brand, but to shape a system of expression – one that mirrors the theatre’s new ethos: collaborative, raw, and alive. 
Challenge<a href="https://www.ntgent.be/en" target="_blank" rel="noreferrer noopener"> NTGent</a>’s transition from centralized direction to collective authorship called for an identity built on openness. The communication needed to shift from polished messaging to shared authorship. A system that would let the creators (the playwrights, the directors, the people behind the scenes) have a visible hand in how the work is presented to the world. Something practical enough for the internal team to use, but expressive enough to carry the soul of the theatre. 
Solution We built a system grounded in radical imagination. Visuals are constructed like dialogue – fragments, cut-outs, scribbles, tape, rough edges – leaving space for interpretation rather than spelling things out. We worked closely with NTGent’s internal task force to shape and test the system, building tools and training the team to use it freely and independently. The result reflects how the theatre creates: collaboratively, instinctively, with both precision and mess. From motion to print, every piece feels made, not designed. The centerpiece is a handwritten layer. Lines pulled directly from the plays, contributed by the playwrights in their own handwriting and integrated into posters, brochures, and digital formats. Authorship becomes visible. The writers don’t just write the play, they speak in the identity. 
We didn’t define what the plays look like; we showed just enough to let the audience imagine. This wasn’t about branding. This was about giving a theatre the tools to act, with as much imagination off stage as on it.

A theatre identity that invites imagination

CUT. PASTE. PERFORM.

Théâtre du Châtelet

Context For Olivier Py’s second season at the <a href="https://www.chatelet.com/en/home/">Théâtre du Châtelet</a> – and Base’s 5th consecutive collaboration – the brief was loud and clear: turn up the volume. The 2025/2026 season promises an explosion of color, glitter, circus, camp, and pure theatrical joy. A season for every stage, every music, every audience. The campaign needed to channel that energy: dynamic, playful, irreverent. Fluorescent pink. Bling. A touch of bad taste (the good kind). A universe designed to make people smile – and maybe even gasp. 
Challenge The season’s lineup spanned musicals, operas, plays, and more: La Cage aux Folles, Paris Paris, L’Opéra de quat’sous, L’annonce faite à Marie, Folies Musicales, La vie Parisienne. Every production its own world, every dramaturge their own vision. The creative solution had to unify this diversity into a single, adaptable system; a grammar of images that could evolve with the program, stay cohesive across formats, and move fast without losing punch.
Solution We drew inspiration from a Parisian invention: the cadavre exquis (or “exquisite corpse” in English). This surrealist game of collective creation, born in 1920s Paris, became the graphic playground for the season’s campaign. Characters from across the program were spliced together in colorful, chaotic, exuberant collages. Base led the art direction for the shoot, collaborating with costume designers to craft bespoke pieces built to mix, clash, and surprise. The models were all members of the Châtelet’s own staff, and the set was installed inside the theater itself – turning the theater into both stage and studio. This collaborative, homegrown approach sparked a contagious energy that radiated from the inside out, setting the tone for a campaign as playful, theatrical, and unpredictable as the season itself.

Heads from here, bodies from there. Showtime everywhere.

CADAVRE EXQUIS

Context <a href="https://www.agsa.sa.gov.au/whats-on/exhibitions/radical-textiles/" target="_blank" rel="noreferrer noopener">Radical Textiles</a> is an ambitious survey of over 100 artists, designers, and makers who’ve used fabric as a form of resistance, where weaving becomes protest, and thread becomes message. From William Morris’s anti-industrial prints to contemporary textile-based activism, the <a href="https://www.agsa.sa.gov.au/" target="_blank" rel="noreferrer noopener">Art Gallery of South Australia</a>’s exhibition spans a century and a half of material subversion.
BaseMEL approached the campaign not as a static identity, but as a digital instrument. A living tool that threads tradition through technology.
Challenge This wasn’t about illustrating embroidery or evoking surface texture. The challenge was conceptual: how to turn a tactile, political, and deeply human medium into a digital campaign without flattening its intent. How to build a system that reflects the tension at the heart of the show – between hand and machine, history and code, message and material.
Solution At the centre of the campaign sits a custom-built “textile generator”, a digital loom that transforms any line of text into a woven graphic. Developed in-house by BaseDGTL, it uses a system-default serif (Times New Roman) as its foundation, a nod to institutional typography, and distorts it through a range of adjustable parameters. The result is type that behaves like fabric: stretched, warped, and stitched into expressive, irregular forms.
Rather than a fixed logo or lockup, the generator produces infinitely variable outputs: adaptive, dynamic, and grounded in the visual DNA of the exhibition. Hosted online, it lets the gallery and collaborators create assets on demand. The identity becomes less a rigid system and more a living, generative space – a campaign that refuses uniformity and feels handmade at machine scale.
The generator is both output and argument, a digital mechanism that materialises the central concerns of Radical Textiles. Code as craft. Machine as accomplice. Message made visible in the weave. In place of a traditional identity system, we built a campaign that is process-driven, participatory, and alive to its context, one that folds 150 years of history into a single, generative thread. A campaign that doesn’t just communicate Radical Textiles, but performs it.

Weaving together 150 years of textile tradition with tech

RADICAL TEXTILES

Le Refuge / Het Opvanghuis

Context A number of LGBTQIA+ young people face rejection from their families, and without support, they often end up vulnerable, isolated, and in the worst cases homeless. Across Europe, nearly 1/4 of LGBTQ+ individuals have experienced homelessness¹. Young people are especially at risk – 5 times more likely to lose their homes, and 15 times more likely to remain homeless long-term². For some, seeking asylum becomes their only path to safety and a new beginning.
That’s where <a href="http://www.lrlo.be/en" target="_blank" rel="noreferrer noopener">Le Refuge/Het Opvanghuis Brussels</a> steps in. This non-profit provides shelter and support for LGBTQIA+ youth in Belgium who have had to leave their home. 88% of those who arrive have no income and no one to turn to³. True to its name, it offers not only a safe space to stay but also vital services to help young people build back their confidence and identity, helping them to create a tangible plan to reconstruct their lives. 
Each year, our Brussels studio commits to a pro-bono project that resonates deeply with us – whether through shared values or local impact. This year, we were proud to support Le Refuge/Het Opvanghuis, a longtime friend and an organization close to our hearts. As part of this initiative, BaseBRU reached out to help clarify their vision.
Challenge How do you create a brand identity that feels both queer-forward and institutionally credible – without falling into generic tropes? How do you balance joy and pride with the seriousness of an organization providing life-changing support?
Le Refuge needed a voice that was universal and inclusive, inspired by queer culture but never appropriative. It had to uplift their community while signaling expertise to donors and institutions. And it had to balance accessibility for those it serves with a deep understanding of the challenges faced by the LGBTQIA+ community. The task was clear: define their mission, strengthen their visibility, and create a brand that both supports and sustains their future. And beyond shaping perception, the brand had to be practical – a system that their team could easily apply in real-life situations, even with limited resources.
Solution Inclusivity shaped our approach, from clarifying Le Refuge’s mission to crafting a visual and verbal identity that strikes the right balance – welcoming, structured, knowledgeable and deeply representative. Given that French is a gendered language (with the non-profit communicating in French, Dutch, and English), typography played a key role in conveying representation. With this in mind, we incorporated the <a href="https://typotheque.genderfluid.space/fr/fontes/amiamie" target="_blank" rel="noreferrer noopener">Amiamie</a> font, designed by the <a href="https://genderfluid.space/" target="_blank" rel="noreferrer noopener">Bye Bye Binary</a> type foundry – a collective dedicated to creating typefaces with inclusive glyphs.
For the visual language, we took inspiration from classic Pride colors but reimagined them in a softer, more dynamic way. The aim was to capture the nonprofit’s warmth and openness – subtly honoring its presence as a shelter without leaning on clichés. Beyond design, we helped shape Le Refuge’s messaging, to increase visibility and drive donor engagement. Our work spanned brand strategy, positioning, identity, campaign development, and a communication plan – all designed to cement their foundations and amplify their visibility. 
If you're interested in supporting Le Refuge, you can volunteer or make a donation <a href="https://donate.refugeopvanghuis.be/2025_web/" target="_blank" rel="noreferrer noopener">here</a>.
¹ Eurostat (2018). ‘Material Deprivation, Well-being and Housing Difficulties.’ ² Le Refuge/Het Opvanghuis (2024). ‘Panorama 2024 de l’Observatoire des Vulnérabilités Queers.’ ³ Le Refuge/Het Opvanghuis (2025). Internal figures from social worker records.

Giving voice to a shelter that’s raising the roof for queer youth

SAFE HAVEN

Context Water, air, matcha. A seemingly simple formula, yet, when crafted with the finest materials, it becomes something exquisite. <a href="https://www.12matcha.com" target="_blank" rel="noreferrer noopener">12</a> brings exceptional tea craftsmanship to Manhattan’s NoHo neighborhood with its café and retail store at 54 Bond St. When shaping the first pieces of his brand, founder and entrepreneur Alan Jiang turned to BaseNYC as his branding and creative partner to bring 12 to life – a contemporary matcha brand like no other. 
Sourcing from some of the finest tea harvesters in Uji, 12 worked closely with revered tea master <a href="https://www.hottaen.jp/english/product/master.html" target="_blank" rel="noreferrer noopener">Haruhide Morita</a> to perfect a blend that would appeal to both matcha purists and curious newcomers. Rooted in the time-honored philosophy of matcha making, the brand embraces both ritual and reinvention. BaseNYC shaped 12's creative identity, ensuring every detail embodies a seamless fusion of craftsmanship and contemporary vision. 
Challenge In a world saturated with coffee-adjacent trends and fleeting wellness fads, how does a matcha brand cut through the noise? 12 was never meant to be just another option on the menu – it was conceived as a moment of calm, a reset, a way to bring vitality back into daily life. Base and the 12 team envisioned the brand as more than a product – it's an experience to be savored.
Every aspect had to be intentional: the balance of elements, the precision of preparation, and the artistry of presentation. Crafting matcha at the highest level required not only sourcing the finest tea leaves but also assembling the finest minds. 12 needed a team of experts who shared a relentless commitment to excellence – ensuring that mastery extended beyond the cup and into the brand's very essence. More than the product itself, the challenge was creating a space that fully immersed guests in the matcha ritual – where design, science, and sensory experience work harmoniously together. Every sip, every detail, every moment had to reflect the same dedication to vitality, purity, balance, and innovation. Solution Base didn’t just create the brand – we helped assemble the ecosystem around it. From packaging to interior design to the in-store journey, every element was designed to make 12 a category of its own. To bring this vision to life, BaseNYC helped 12 curate a "collective of masters," refining every layer of the experience to craft a brand unlike any other.
 Flavor scientist <a href="https://cals.cornell.edu/chris-loss" target="_blank" rel="noreferrer noopener">Dr. Christopher Loss</a> of Cornell University fine-tuned the perfect balance of umami, phytonutrients, and depth, using charcoal filtration to enhance extraction. Parisian architecture studio <a href="https://cigue.net/fr/" target="_blank" rel="noreferrer noopener">Ciguë</a> designed a space that honors matcha's meditative nature – centering the experience around a striking green marble tasting table sourced from France's Volvic volcano together with a custom-built charcoal filtration system. Culinary innovation came through James Beard Award-winning chef <a href="https://www.instagram.com/fjmigoya/?hl=en" target="_blank" rel="noreferrer noopener">Francisco Migoya</a>, who expanded matcha's potential beyond the cup, while industrial designer <a href="https://www.michael-young.com" target="_blank" rel="noreferrer noopener">Michael Young</a> redefined product innovation with precision and intention. 
Visually, BaseNYC took a bold approach – leaning fully into green as a symbol of vitality and serenity. The identity bursts into mini-particles, capturing the multifaceted sensations of drinking matcha and giving the brand a dynamic range of moods and moments. 12 is a brand that isn’t just seen or tasted, it’s felt. It's a return to craft, mastery, and a deeper connection between tradition and the present – shaping a memorable and contemporary brand.

From concept to cup, elevating matcha with 360° mastery

MATCHA, MASTERED

Belgian Beer World

Context Brussels’ historic stock exchange, the <a href="https://www.boursebeurs.be/en" target="_blank" rel="noreferrer noopener">Bourse Beurs</a>, was on the brink of transformation. In a joint effort between the city and region of Brussels and a consortium of Belgian brewers, a new vision for the space took shape. Located in the heart of the city, the former financial marketplace was reimagined by Flemish architects <a href="https://robbrechtendaem.com" target="_blank" rel="noreferrer noopener">Robbrecht en Daem</a> as a grand tribute to Belgian beer culture – a place where breweries and visitors come together in the name of hops. The idea was twofold: create a new public passageway and craft an immersive experience – more than a museum – celebrating Belgium’s legendary beer culture and history.
Challenge Since the dawn of time, Belgium and beer have been inseparable. This is a country that’s bi-cultural not just in language (French and Flemish) but in brewing traditions – where hops, malt, and yeast have their own dialects. Belgium is known for just that: its singularly multi-faceted ‘Belgitude.’ And for more than 1,000 large, medium, and small Belgian beer brands.
BaseBRU was tasked with designing the visual identity for this new institution – one that captures the rich, eccentric, and unmistakably Belgian spirit of its beer heritage. Our task was to brand an entire experience, from the building and its archeological site to the museum’s various sections, including its café, terrace bar, and beyond.
Solution An icon of Belgium’s past, present, and future, Bourse–Beurs became the Belgian Beer World. To bring the identity to life, Base fully embraced Belgian culture, weaving in playful nods to surrealism and folklore. The result? A Bruegelian-inspired parade of peculiar, creaturely characters (designed by Hell’O Collective, now <a href="https://www.instagram.com/jerome_meynen/" target="_blank" rel="noreferrer noopener">Jerôme Meynen</a> and <a href="https://www.instagram.com/antoine_detaille/" target="_blank" rel="noreferrer noopener">Antoine Detaille</a>) that infuse the space with personality, quirkiness, and charm.
From kriek to lambic, geuze to trappist, every element of the brand experience is steeped in Belgium’s beer legacy. With the help of <a href="https://www.matherandco.com/projects/belgian-beer-world" target="_blank" rel="noreferrer noopener">Mather &amp; Co.</a>, an interactive, museum-like space was created – where learning meets immersion, and surprises await locals and tourists alike. Visitors can wander through exhibitions, enjoy the café and restaurant, and, of course, round off the experience the right way: with a panoramic pint at the rooftop bar.

A freshly brewed experience for Belgian beer enthusiasts

THE PLACE TO BEER

Swiss Center for Design and Health

Context The <a href="https://www.scdh.ch/en/" target="_blank" rel="noreferrer noopener">Swiss Center for Design and Health (SCDH)</a> is a unique, future-focused research center and pioneering initiative that explores the intersection of design, science, technology, and health through innovative spaces, objects, and processes. Established in 2019 in Biel, with support from the Swiss Confederation and the Canton of Berne, the multidisciplinary team at SCDH focuses on the conception, development, and testing of new design solutions. Their experts simulate full-scale hospital environments and devices with precision down to the millimeter, creating prototypes in environments that replicate actual operational sites.
Challenge The main challenge was branding such a highly specialized field – both a physical space and an area of expertise – that remains unfamiliar to most. As the sole player in this niche market, SCDH faced difficulties in clearly communicating the breadth of its work to B2B audiences across all branding touchpoints. Their communication materials and website needed adjustments to better position them as a research center, highlighting their competitive advantages while attracting new investors.
Solution SCDH partnered with BaseGVA to develop a new brand vision and communication strategy that effectively showcases their technological expertise and dynamic approach to healthcare in an accessible format. First, our team created a library of animated signs and schematics to symbolize all the activities and interactions within the center’s projects. Next, with creative direction from Base, the SCDH and Base teams led cutting-edge photography, shoots, and films to showcase the research center's interior, illustrating how future medical facilities are designed and tested to solve real-world challenges. Finally, this approach was extended digitally: the redesigned website – AA compliant for accessibility – reflects SCDH’s ambitious mission to position themselves as a catalyst for scientific, social, and technological expertise, designing practical solutions for a healthier world.

Crafting the space where design advances health

Healthy Futures

Bellerose

Context Founded in the summer of 1989, family-owned and run Belgian fashion label <a href="https://www.bellerose.be/" target="_blank" rel="noreferrer noopener">Bellerose</a> redefines everyday essentials, dressing the entire family from head to toe with long-lasting pieces that blend comfort and style. Drawing inspiration from the iconic US ‘general store,’ Bellerose was among the first to mix eclectic items like camping knives with daily fashion staples. Now a Belgian hallmark, the brand embodies a lighthearted, adventurous spirit, offering a curated selection that highlights its own private label, alongside a range of products from other brands.
Challenge As Derek Van Heurck stepped in as Creative Director, bringing a more contemporary vision, the brand faced an important challenge: how could it evolve into a new chapter while staying true to and leveraging its heritage? The challenge was to modernize without losing the essence that made Bellerose iconic.
Solution BaseBRU was brought in to support the new Creative Director in shaping a vision that honors Bellerose’s legacy while embracing a forward-thinking approach. Collaborating closely with Bellerose leadership, Base redefined the brand’s foundations – covering everything from vision to storytelling and visual identity. The new identity blends the brand’s classic roots with a bolder, fashion-forward European attitude. This transformation brings a renewed energy and cohesive brand dynamic, marking a shift from 70's Americana-inspired aesthetics to a more editorial, architectural design.

A Belgian fashion icon depuis l’été 1989

INITIALS BB

Bongénie

Context <a href="https://www.bongenie.ch/en_CH/" target="_blank" rel="noreferrer noopener">Bongénie-Grieder</a>, Switzerland’s family-run premier destination for luxury fashion since 1891, doesn’t sell elegance, it embodies it. With a unique approach that blends local charm and global appeal, every detail – from curated selections to exceptional service – is designed to reflect this department store’s distinctive, chic Swiss image with a boutique-like experience. Challenge Consumer behavior has shifted toward digital consumption, leading clients to expect more from department stores – they now seek a complete lifestyle experience. With declining sales, Bongénie-Grieder urgently needed to update its outdated image. A stronger, more contemporary identity and effective communication tools were crucial to connecting with both existing customers and a new generation.
Solution Collaborating on a comprehensive 360° brand and strategy refresh, BaseGVA began by reverting back to the brand’s original name, Bongénie, embracing its heritage as a family-owned boutique and making it relevant for today: elegance, redefined. The next bold move: as any grande maison would do, own a color and infuse it across the brand’s art direction. BaseGVA revisited the brand’s historic blue with a modern, Signature Blue, rendering Bongénie more recognizable and synonymous with chic style. The new identity, featuring a refreshed logo, monogram and custom typography, reinterprets elegance for the modern era.

Fashion with a blue point of view

Zeitlos elegant

Context As the curtain rises on Olivier Py's inaugural season, the iconic <a href="https://www.chatelet.com/en/home/" target="_blank" rel="noreferrer noopener">Théâtre du Châtelet</a> unveils its 2024/2025 program with a burst of creativity. For the fourth consecutive year, in collaboration with BaseBRU, the campaign promises to set the stage for an unforgettable lineup.
Challenge Le Châtelet's new season is packed with its signature musicals, concerts, and operas. The task? Injecting the campaign with a playful spirit that makes the theatre a beacon of joy and a delightful escape from the mundane.
Solution BaseBRU decided to flip the script – literally. The "Dancing Châtelet" campaign transforms Paris streets into a festival of color and dance. In contrast to the Châtelet's classic aesthetic, the campaign features rhythmic typography compositions, bold hues, and playful photos that defy gravity. This fresh visual style embodies Olivier Py's innovative vision and sets the stage for an exhilarating season.

A campaign that dances on its head all over Paris

DANCING CHÂTELET

Deltalight

Context Born in West Flanders in 1989, <a href="https://deltalight.com/en" target="_blank" rel="noreferrer noopener">Deltalight</a> is a Belgian lighting company specializing in architectural lighting solutions. Family-owned and operated by the Ameloot sons, the brand has grown into a global business over its 35 years in operation. Their product designs are crafted to mimic natural light, creating comfortable spaces. Modest and pragmatic, Deltalight’s thoughtful lighting design completes architectural visions, bringing the conceptual into reality. Challenge Deltalight came to Base Design with a solid goal: a clear request for a stronger and more focused vision and brand identity to help them in the next phase of their evolution. The challenge was to articulate their narrative in a way that was straightforward, engaging and convincing, while also elevating their visual identity. Deltalight needed to realign its image, focusing on architectural lighting, to clarify its value in the market and strengthen its future-facing relevance.
Solution Create the first identity that reacts to light! The BaseDGTL crew and the creatives of the BaseBRU studio worked intensively with the Deltalight team to devise solutions using technology to infuse their new visual identity, shaping an entirely new brand experience. The approach emphasized their key design principles, which hinged on designing for comfort and demonstrating a strong attention to detail. The result was a new brand language that toes the line between the technical and emotional, aligned with their newly stated mission and paying tribute to the qualities of natural light.

The first identity that reacts to light

BRIGHT IDEA

La Monnaie Opera

Context Over the span of two years, Wagner’s Ring Cycle continues to steer <a href="https://www.lamonnaiedemunt.be/en" target="_blank" rel="noreferrer noopener">La Monnaie</a>’s seasonal programs, echoing a theme of 'Fate' introduced last year. After surrendering to artificial intelligence in our previous campaign collaboration, this next chapter boldly reclaims the power of creation, entrusting it to the artist while still harnessing AI technology. This year, we Dare to take our Fate into our own hands, engaging directly with AI, forging a new path forward. 
Challenge By employing AI tools to create the film, we've ensured the seamless continuation of last year's campaign – this time with a twist. This iteration is bolder, more audacious, and wholly embraces the concept of daring to push boundaries. In direct collaboration with AI artist <a href="https://www.instagram.com/ai_ntonin/" target="_blank" rel="noreferrer noopener">Antonin Waterkeyn</a>, BaseBRU created a campaign film encompassing all seven productions from the 2024/2025 program, ranging from love and hope to resistance and victory. 
Solution With otherworldly landscapes made possible through the use of artificial intelligence, the viewer is plunged into the different scenes, falling into this season’s rêverie. As the last rhythm of Götterdämmerung heightens to a crescendo, the viewer assumes the role of protagonist, drawn into a mesmerizing endless-zoom tunnel format. Each scene delves deeper, unveiling new layers to the season's array of performances and themes. The film concludes on an uplifting note, both literally and metaphorically, as we 'Embrace Hope’, gazing towards the future with optimism.

An AI endless zoom offers a hopeful glimpse of the future

TUNNEL VISION

Downtown Studio

Context In the ever-evolving landscape of the audiovisual sector, standing still is not an option. <a href="https://freestudios.ch/" target="_blank" rel="noreferrer noopener">Freestudios</a> recognized the need to adapt and seize new opportunities, which led to a transformative decision: shift from a private film and sound production studio to a dynamic, professional community. They understood that collective intelligence and shared value are the keys to thriving in this industry. Thus, <a href="https://downtownstudio.ch/" target="_blank" rel="noreferrer noopener">Downtown Studio</a> was born –a vibrant hub where the power of collaboration fuels creativity and innovation. By embracing this communal approach, Freestudios evolved into Downtown Studio, a place where the strength of the collective propels everyone forward.
Challenge Introducing a groundbreaking concept like Downtown Studio came with its own set of hurdles. The mission: craft a space for the audiovisual culture and digital creation of tomorrow. But there was no blueprint for this kind of co-working model within the audiovisual and production sector. The challenge was multifaceted: how to implement and position themselves effectively, ensure a seamless transition, and communicate this novel idea to both potential talent and the general public. Downtown Studio needed to forge a distinct identity from Freestudios that aligned with this ambitious change. Beyond just a local innovation, this new business model aimed to address broader industry issues, requiring a strategic and carefully executed approach.
Solution BaseGVA transformed their intuition into a clear, actionable vision by challenging their initial business model and refining it into a coherent strategy. They guided them in opening their doors to the community, showcasing expertise while fostering collaboration, leading to the birth of Downtown Studio: a vibrant hub where members pay a monthly fee for access to international talents, state-of-the-art space, machines, masterclasses, and community events. The new branding for Downtown Studio appeals to sound technicians, audiovisual creatives, and tech enthusiasts. Built on the principle “1 + 1 = 1,” it emphasizes the power of individual contributions forming a stronger whole. By collaborating, sharing knowledge, and learning together, the community grows stronger. The brand identity juxtaposes basic analog elements with a sleek, futuristic aesthetic, using a minimalist black-and-white palette that blends clean Swiss typography with a gritty, radical vibe. It merges retro, pixelated graphics with cutting-edge design to capture the essence of mutualization and the power of the collective.

Embracing low-tech flair to craft the AV space of tomorrow

BACK TO BLACK

Phillips

Context<a href="https://www.phillips.com" target="_blank" rel="noreferrer noopener"> Phillips Auction House</a>, renowned for their contemporary and innovative auction experience, stands out in a fiercely competitive market by embracing modernity and innovation. In contrast to traditional norms within the sector, Phillips is known for its guided expert approach, vibrant events, and diverse specialties, setting it apart as a forward-thinking and dynamic brand.
Challenge Recognizing Phillips as a pioneer in the premier auction world, BaseNYC was tasked with crafting a new identity system to convey the brand's dynamism and prestige. The resulting minimalist modernity, expressed through the custom typeface "Phillips Distinct," encapsulates Phillips's diverse specialties – from 20th-century &amp; contemporary art to jewels, watches, design, photographs, and editions.
Solution At the core of the identity system is the custom typeface, derived from Phillips's iconic logo, offering expressive power in display weight and functional utility in text weight. Following a 3-tier logic, the system allows Phillips to present itself in various ways, maintaining a recognizable and contemporary identity. The charismatic, bold, and modern identity stands in stark contrast to the more conservative landscape of traditional competitors, reinforcing Phillips as a brand synonymous with modernity and imagination. This adaptable identity system mirrors Phillips's dynamic offerings and innovative spirit, positioning the brand as a leader in unique auction experiences.

Modernizing collecting experiences with imagination, expertise + relevance

FOR THE CURIOUS & SAVVY

Hanbury

Context In the midst of a transformative decade, US architecture firm <a href="https://www.hanbury.design" target="_blank" rel="noreferrer noopener">Hanbury </a> has undergone significant growth. What once was a modest 40-person operation has evolved into a dynamic team of 160 professionals spread across eight offices. Renowned initially for their expertise in higher education projects, Hanbury now tackles a broad spectrum of architectural endeavors, solidifying their reputation as trusted partners in the field. Hanbury is dedicated to realizing a future where individuals thrive through transformative ideas that stretch possibilities to their fullest extent. With a new CEO at the helm, they've embraced a culture of innovation and growth, shedding old paradigms to embrace new opportunities. This expansion wasn't forced; it grew naturally from their core values, pushing Hanbury into new territories and solidifying their status as industry frontrunners. Challenge Undergoing a shift in leadership and repositioning, simply thriving in a state of progression wasn't enough. The challenge lay in syncing Hanbury’s internal shifts with external perceptions to ensure alignment and attract top talent. Fundamentally, Hanbury doesn't sell a product – it offers a process, integral to its identity. Hinging their brand story on this value proposition, Hanbury prioritized maintaining a clear perspective on their unique approach, and their place in the world to effectively communicate their identity. Solution BaseGVA’s rebrand is a manifesto for Hanbury’s evolution, encapsulated in the idea of delivering stretchable ideas that embody risk, exigence, and connectivity. This new identity is dynamic and adaptable, reflecting Hanbury’s ethos of constant motion and innovation. It features custom-designed typefaces, an extending logotype, motion transitions in images, and a dynamic UX. The new website, built by BaseDGTL using a headless approach with Craft CMS and Next.js, emphasizes creative implementation, ease of administration, reliability, accessibility, and SEO best practices. Dynamic elements like a stretchy logo and immersive navigation through a stream of cards allow users to choose between classic and experience modes. Additionally, three.js enables smooth animations, an internal tool optimizes animation parameters, and Algolia provides accurate, AI-based search results. The Hanbury rebrand and website serve as a storytelling platform, designed to evolve with trends and technology, ensuring Hanbury remains a frontrunner in architecture and design.

Delivering ideas with stretch

OPEN VISTAS

Context First held in 1990, <a href="https://www.agsa.sa.gov.au/whats-on/adelaide-biennial-of-australian-art/" target="_blank" rel="noreferrer noopener">The Adelaide Biennial of Australian Art</a> remains the pre-eminent and longest-running survey of contemporary art in Australia, and has become a vital platform for showcasing the work of both established and emerging artists.
Curated by José Da Silva, the 18th edition entitled <a href="https://www.agsa.sa.gov.au/whats-on/adelaide-biennial-of-australian-art/18th-adelaide-biennial-of-australian-art-inner-sanctum/" target="_blank" rel="noreferrer noopener">“Inner Sanctum”</a> unfolds across five chapters, each exploring both the private and sacred spaces we create in our homes and communities as a refuge or sanctuary, and the faculty of imagination which allows us to see culture and society differently.
Challenge Working in collaboration with José we navigated the intricacies of interpreting “Inner Sanctum” as an identity system that supported the needs of the AGSA curatorial and marketing teams, and a campaign that reflected the thematic and structural depth of the show.
Solution BaseMEL imagined the identity and campaign as a visual echo – a gesture that connects and collapses foreground with background, blurs boundaries, and reflects the way our memories shift and change overtime.
In bringing this to life we invited photographer <a href="https://annikakafcaloudis.com" target="_blank" rel="noreferrer noopener">Annika Kafcaloudis</a> to develop a series of solarised photographic motifs that express each of Inner Sanctum’s five chapters. These motifs were then melded into one another by animator <a href="https://alexbar.net" target="_blank" rel="noreferrer noopener">Alex Barnet</a>, allowing language to blend into visual matter and come in and out of focus.
Completing the visual identity is a distinctive typographic expression featuring carefully crafted ligatures and glyphs that intertwine to create a unique rhythm and resonance, harmoniously merging the campaign with its linguistic elements. The connecting bracket, a key symbol for the show, represents the interplay between the inner and outer worlds that lie at the heart of José's curatorial vision. Strategically placed throughout the gallery, these serve as subtle indicators of where the Biennial artworks are interwoven with the permanent collection, creating a seamless and immersive experience for visitors.
Collectively, these elements provided a unique and adaptable campaign strategy for AGSA, aligning with Base’s larger programme of work for the institution from 2024 onwards.

Connecting the intimate and vast, physical and psychic

INNER SANCTUM

Murray's Cheese

Context<a href="https://www.murrayscheese.com" target="_blank" rel="noreferrer noopener"> Murray’s Cheese</a> is a household name in New York; it’s been a reference for dairy delicacies in Greenwich Village since 1962. Each visit promises memorable moments of warmth and joy, with cheese-making savoir-faire and personable interactions with their knowledgeable staff at the core of their business.
Challenge As Murray’s expanded its presence in New York and in Kroger stores countrywide, BaseNYC took on the task of elevating this local gem to a national scale. Propelling towards a new chapter, the brand set out to reassess their brand identity to bring the Murray’s story to a new generation of food lovers across the country. Central to this evolution was the question: How to embrace their heritage, own it, and evolve what it is known for to fit this new context? Solution If the heart of Murray’s business is the passionate expert, why not embody this essence in the branding? The new brand identity places a strong emphasis on cheese expertise, knowledge, and an approachable energy. Cheese character illustrations embody a playful, quirky attitude, bringing to life the personality-forward character of the original Murray’s Cheese on 254 Bleecker Street across the country. The updated color palette, warm and inviting, captures the welcoming atmosphere of the original shop. It nods to the brand’s heritage red, now refreshed with a contemporary hue, and harmoniously blends with soft, creamier colors reminiscent of cheese.
 To tie it all together, our Digital, R&amp;D, and Engineering teams crafted <a href="https://www.basedesign.com/work/murrays-cheese" target="_blank" rel="noreferrer noopener">a digital flagship experience</a> to deliver a seamless and intuitive user journey that balances visual appeal with functionality. From e-commerce to customer education and engaging editorial content, the website offers a comprehensive 360° experience of Murray’s. Infused with Murray’s personality and warmth, it guides users effortlessly, bringing joy in discovering their perfect cheese. Combined together, these elements create a fresh rebrand with a flavor that remains true to Murray’s – curds and all.

Cheese pairs best with people

CURD NERDS

QoQa

Context For over 18 years, <a href="https://www.qoqa.ch" target="_blank" rel="noreferrer noopener">QoQa</a> has shaped the lives of its 950,000+ members through exclusive online offers. With a dedicated team of 200 prioritizing fun, innovation, and surprise, the unique shopping platform provides daily special deals on branded products, experiences, culture, and more. It fosters community engagement through charitable projects, group purchases, and support for local startups.
Challenge During this time, QoQa has created 11 distinct brand universes, including Qwine, Qsport, Qhome, Qids. Seeking to reaffirm its identity, BaseGVA partnered with QoQa, guiding them to reconnect with their essence and open themselves up to the future in this new chapter.
Solution QoQa is shaking things up with a new logo, a fresh otter mascot, and additional brand universes. The outcome? A rejuvenated identity and custom font harkening back to their early days – full of fun, pop, and surprise, accentuated with plenty of pink. Central to this transformation is their vibrant community. The official brand ambassador, Otter, undergoes a facelift, becoming a customizable character for member avatars and interactions on the platform, akin to NFTs. Inflated excitement for delightful daily deals!

Rebranding the coolest Swiss bargain-hunting platform

POPPIN’ PINK DEALS

Context Founded in 1968, the<a href="https://www.studiomuseum.org/" target="_blank" rel="noreferrer noopener"> Studio Museum in Harlem</a> stands as the nexus for artists of African descent. The institution's name, a trifecta of Studio, Museum, and Harlem, symbolizes its spirit. As a Studio it funds emerging artists and offers them studio space, and as a Museum, it curates a compelling collection supporting underrepresented artists. Rooted in Harlem's cultural legacy, the museum is a bastion of Black art. It's a site for stirring conversations amongst its visitors; a hub for dynamic exchanges and sharing ideas about art and society. 
Challenge Preparing to move and transition to a more formal posture, the Studio Museum sought a website redesign to align with its evolving institution. The aim: achieve greater accessibility for a broader community. The Studio Museum actively redefines the museum experience as a vibrant meeting place reverberating with life, sound, and dynamic energy. BaseNYC and BaseDGTL embraced the challenge of translating this vitality and communal spirit into an engaging online platform.
Solution Inspired by Harlem’s iconic brownstone stoop, our website design transforms into a dynamic meeting place, echoing the lively streets with sounds and voices. Embracing noise as a concept, we digitally mirror the museum's living space, presenting artworks immersed in the context of neighboring creations. Shifting the focus from artworks to the artists themselves, the new website features engaging video and audio clips within the margins – peripheral "chatter" to capture the animated essence of the Studio Museum’s setting.

A digital museum meeting ground where the voices of Black art come alive

WHERE BLACK ART LIVES

Choreus

Context The landscape for artist representation is evolving. Platforms like Instagram and TikTok have emancipated artists, enabling them to grow their online audience and connect with clients directly, eliminating the requirement for controlling middlemen and binding exclusivity agreements. Simultaneously the definition of who is seeking representation is increasingly broad and varied.
Enter <a href="https://www.choreus.co" target="_blank" rel="noreferrer noopener">Choreus</a>, an innovative new platform that provides a flexible toolkit for artist representation. Powered by one of the world’s leading illustration agencies, <a href="https://www.jackywinter.com/" target="_blank" rel="noreferrer noopener">The Jacky Winter Group</a>, Choreus empowers artists with the ability to choose the level of support they require on a non-exclusive, per-project basis.
Challenge BaseMEL was approached by Jacky Winter to develop a brand position, identity and digital platform in support of their new ad-hoc artist representation platform – pulling back the curtain on the traditional artist/agent/client relationship, centering artists, and prioritising their needs.
Solution Our work centred around the notion of the “artist stack”, informed by the uniquely reconfigurable nature of Choreus’ service model. We proposed an identity imagined as a series of building blocks – one typeface, one colour, one stroke weight, and a logo perpetually in-flux. Think of the brand system as a choose-your-own-adventure IKEA manual for artist representation.
The new website interface embodies Choreus’ DIY spirit and upstart nature – a significant departure from the aesthetic conventions of Jacky Winter stable of brands. Modular, unembellished, and function-forward, artists and artworks are prioritised by a lightweight UI that evolves and recedes when necessary, enabling a fast and intuitive user experience. Reenvisioned from bottom-to-top, the Choreus digital platform encompasses a broader ecosystem that goes beyond traditional listing services. From seamless onboarding and detailed profile management, to a custom “pricing playground”, the new website provides a multitude of ways to spotlight artists and their work in an ever-growing roster. 
Check it out <a href="https://www.choreus.co/" target="_blank" rel="noreferrer noopener">here</a>, and below!

Building blocks of artist representation

THE ULTIMATE ARTIST ALLY

Castelfalfi

Context In the heart of Tuscany, <a href="https://www.castelfalfi.com" target="_blank" rel="noreferrer noopener">Castelfalfi</a> sprawls across 2,700 acres of scenic splendor, home to organic olive groves and vineyards, and lush rolling hills. Under new ownership, this estate, originally a 4-star resort, stands as a captivating expanse – a land resembling a small country with its own village, church, golf course, real estate offers and more. 
Challenge Recognizing its inherent charm, our mission was to transition the brand image and ecosystem to reach new levels of sophistication and a unique atmosphere – to create a world of its own. Our mission: elevate it to a 5-star luxury destination, blending a refined brand image that reflects the estate's rich history with a unique and exclusive upscale experience. A realm apart, where the light, nature, people, and pace of life defy reality. 
Solution Our task? Unveil the magic of this exceptional place, guided by a singular notion: Castelfalfi is a dreamland. This entailed going beyond refining their branding strategy, evolving into an even broader mission. BaseBRU designed a holistic system, from art direction and a visual identity reflecting the owner's vision, to a 360° placemaking strategy with staff training partnerships, art curation, and visual codes. The result? Castelfalfi is a Tuscan paradise where luxury means transcending the ordinary, where time and space take on a different nature, turning dreams into reality; a sanctuary of permanent wonder.

A world apart in the heart of Tuscany

A TUSCAN DREAMLAND

Sal de Menorca

Context Off the coast of Spain in the western Mediterranean Sea, lies <a href="https://saldemenorca.com/?srsltid=AfmBOoq2TTvFCVJYlrIk_jIc6L4FrEm2sTQ8oqEGJylDJDhEYtaw_QWK" target="_blank" rel="noreferrer noopener">Salinas de la Concepción</a> – Menorca's last saltwork. But this place isn't just about salt. It's a mix of heritage and a diverse ecosystem that gives it a distinct character. The new owner's goal? Preserve Menorcan history and artisanal practices by restoring historic salt basins and protecting the ecosystem for native flora and fauna. 
Challenge Craft a brand that celebrates this deserving story. The sheer beauty of this place stands as its own testament. The salt harvested here represents the pure essence of the island. It's all done with a strict commitment to ecological and environmental principles in artisanal salt pans.
Solution Salt, with its fundamental and elemental power, serves as the perfect vehicle for transporting the unique taste and flavor of this place. BaseGVA distilled the poetic essence of this land and its harvest into a simple idea: <a href="https://saldemenorca.com/?srsltid=AfmBOoqoKbxth0YF9lmyHof-EN2hV7gfEveBUF6dXALR66iIm1HT5vMm" target="_blank" rel="noreferrer noopener">Sal de Menorca</a>. It's more than just a name; it's an embodiment of a place with a unique history and environment. The bespoke typography we created nods to local street signs, ripples like the sea, and mirrors the rhythmic process of salt gathering. Sal de Menorca captures the island's spirit in every delicate salt flake, reflecting Menorca's soul in all its simplicity.

More than salt, the soul of Menorca

SALT OF THE EARTH

ifaw

Context The <a href="https://www.ifaw.org/international" target="_blank" rel="noreferrer noopener">International Fund for Animal Welfare (IFAW)</a>, committed to bettering the lives of animals and humans, set out to expand its impact. In doing so, IFAW targeted a broader, younger audience online, seeking those who shared its values and believed in its mission. 
Challenge The global non-profit needed a ground-up website redesign and replatforming to showcase their diverse projects in a way that feels compelling, not complicated. Additionally, they aimed to boost impact and engagement by adopting a new digital attitude to foster more meaningful donor connections. 
Solution BaseNYC’s approach involved communicating IFAW's work, impact, and ways donors can help in a clear, direct, and data-driven format. In simplifying complex information, we designed a new website that employs simple language and visual elements to explain intricate issues in layman's terms. Content tags play a pivotal role in this process, providing context and enhancing the overall UX. With clear and straightforward calls to action, interactive infographics, an explorable map, and storytelling, the site presents facts and local stories that not only demystify complex topics but also underscore their global impact. The result? IFAW's new online brand experience acts as a powerful communication and fundraising engine with boundless reach, fostering connections through impactful local stories. After launching the newly designed website by Base, IFAW observed a notable +170% increase in conversion rates and a significant +150% rise in monthly online donations.

Showing complex work, simply

CONSERVING TRUST

Swiss Life's BIRD Building

How to instill a breath of fresh air into real estate? That’s the question we asked ourselves during our latest project with <a href="https://www.swisslife.com/en/home.html" target="_blank" rel="noreferrer noopener">Swiss Life</a>’s <a href="https://www.birdgeneva.com" target="_blank" rel="noreferrer noopener">BIRD Building</a> in Geneva, Switzerland. 
Situated just outside of the city center near the airport, the building’s location has become a major hub for business activities in Geneva. The modernist architectural design by <a href="https://www.fosterandpartners.com/" target="_blank" rel="noreferrer noopener">Norman Foster</a> creates an iconic symbol that greets visitors from afar, serving as a recognizable entrance to the city from the airport and highway. As with many older corporate structures, though, the BIRD’s accommodations were slightly outdated, no longer aligning with modern users' needs. This situation increased the risk of tenants leaving the building.
We estimated that to invigorate the building and enhance its appeal, our role needed to go far beyond a new communication plan to a comprehensive strategy. To better serve a contemporary corporate context, we had to question the BIRD’s very function, explore the needs of its users, and the role it plays in its environment. The goal was to reconfigure the overall strategy of the BIRD building into a 360° structured destination that smoothly integrates an extensive offer of programs.
Embracing a customer-centric development proved vital for redesigning the building’s layout as well as planning a new program of events to boost community engagement. To develop a new program at the BIRD and delve into co-creation initiatives, we looked to past collaborators to assist with significant structural changes inside and outside the building. In order to uphold this new vision, we partnered with experts in architecture, interior design, and dining and restaurant experiences to create a unique destination, including: <a href="https://www.voisins.ch/" target="_blank" rel="noreferrer noopener">Voisins</a> (co-working and events), <a href="http://www.group8.ch/" target="_blank" rel="noreferrer noopener">group8</a> (architecture firm), chef <a href="https://gourmetbrothers.ch/" target="_blank" rel="noreferrer noopener">Benjamin Luzuy</a> (dining), <a href="https://www.ykra.ch" target="_blank" rel="noreferrer noopener">Ykra</a> (architecture and scenography) and the <a href="https://faai.ch/" target="_blank" rel="noreferrer noopener">Fondation Apprentis d’Auteuil International </a>(charitable foundation). 
The proposed strategy led to a total transformation of the BIRD that lasted for two years. Throughout this period, the building underwent significant changes, particularly in the common areas, which have now become essential communication zones for residents and important focal points of the structure. As the architectural changes came to completion, Base translated the new positioning into branding and communication tools together with an interdisciplinary group comprising various project stakeholders.
Through this partnership, a robust brand strategy has been forged, amplifying the building's value while revitalizing an iconic yet aged building into a vibrant destination. BIRD has now embraced a novel workspace concept that facilitates collaboration between prominent international firms and burgeoning startups. By reimagining the space and infusing it with user-centric vibrancy, we've launched an invitation for individuals to actively participate in the building’s community. BIRD’s transformation into an engaging hub bridges connections among diverse audiences — its residents, visitors, the city, and various communities.

Revamping a corporate hub, from head to toe

BIRD

How do you scale a beloved local shop spirit into a national brand, while remaining true to its origins?
The <a href="https://www.murrayscheese.com" target="_blank" rel="noreferrer noopener">new website we created for Murray’s Cheese</a> was designed to be approachable, engaging, and informative while incorporating their unmistakably quirky brand voice – a crave-worthy e-commerce experience that feels like visiting your favorite cheese shop. Our solution? Bring people deeper into the world of Murray’s by pairing a smart e-commerce engine with immersive, personalized content and experiences that share the brand’s cheese-loving spirit. 
Born in 1962 in Greenwich Village, Murray’s Cheese is a specialty cheese shop where every visit promises unforgettable moments of conviviality with its cherished clientele. From its savoir-faire in the art of cheesemaking to the personable moments shared in-store with knowledgeable cheesemongers, the passionate expert is at the heart of its business. 
Our New York studio was tasked with taking this neighborhood jewel and introducing its distinctive quirk and appreciation for cheese <a href="https://www.basedesign.com/work/murrays-cheese-2" target="_blank" rel="noreferrer noopener">to a national scale</a>, as well as translating its authentic local flavor into an updated e-commerce experience. Inspired by Murray’s personality-forward cheesemongers themselves, the new website provides cheese expertise and knowledge paired with an approachable energy.

Preserving the brand's cultural legacy in these new contexts while maintaining brand identity cohesion proved vital for expanding their operations. A main objective of the new digital flagship was to both educate and guide customers throughout their journey, offering services from the Murray’s signature cheese expert in an online setting; ensuring the website reflected the cheesemonger experience hinged on this customer engagement.
By successfully capturing the essence of the Murray's Cheese brand, the new website provides a seamless and personalized online shopping journey. This online flagship not only broadens customer reach and engagement but also nurtures a nationally scaled brand, one that allows Murray’s to remain true to its roots. Today, Murray’s Cheese offers an online destination for cheese enthusiasts, adeptly engaging novices and long-term aficionados alike through a combination of approachability, playfulness, and depth of knowledge while staying loyal to its essence.

Crafting an e-commerce experience that’s perfectly catered to your tastes

CYBER CHEESE

As a new season emerges at the <a href="https://www.chatelet.com" target="_blank" rel="noreferrer noopener">Théâtre du Châtelet</a>, we pay homage to its rich history, embrace its vibrant present, and dare to envision an exciting future. Under the new direction of Olivier Py, the theater begins a transitional season with a collage-style approach.
 In a unique campaign, the spirit of the theater is captured through an expansive moodboard, where movement takes shape entirely in paper. Meticulously curated fragments of anecdotes and inspirations find their place in this tangible paper format, narrating the story of the Théâtre du Châtelet and the season to come. Each image serves as a window into the spirit of the theater, inviting viewers to witness key moments and delve into the vibrant tapestry of its identity. 
Similar to how theater has the ability to transcend time and space, this timeless collage allows for an intermingling of the different time periods of the Théâtre du Châtelet’s history. These overlapped stories come alive as the past, present, and future seamlessly blend, creating a living spectacle that embodies the spirit of the theater. The paper montage serves as a powerful symbol of this transformative journey, inviting audiences to embrace the theater's vibrant present while daring to envision the possibilities that lie ahead.

A collage-style approach to merge a rich past with an exciting future

COLLAGE CHRONICLE

Acting as a verdant escape within the city of Brussels, <a href="https://mix.brussels" target="_blank" rel="noreferrer noopener">Mix</a> emerges as an iconic brand within the hospitality industry. Located in the renowned Royale Belge Building in Brussels, this ambitious project, spearheaded by hotelier Jean Michel André and interior architect Lionel Jadot of Zaventem Ateliers, aims to redefine the concept of a boutique hotel as a destination in and of itself. Offering a seamless fusion of spaces, Mix encompasses a hotel, gym, restaurant, bar, pool, and conference facilities, all meticulously designed to harmonize with the original architecture. 
At the heart of Mix's strength lies its ability to embody a multifaceted identity. BaseBRU sought to create a logo and brand identity that transcends traditional boundaries, capable of serving various purposes. The result is an iconic mark that effortlessly adapts to the mixed profiles of its guests, easily transitioning from a fitness center equipped with punching bags to an upscale restaurant serving elevated cuisine. The dynamic nature of Mix gathers everyone together, as the brand's vocabulary and iconography connect with its diverse offer, reflecting its multifaceted essence.
Drawing inspiration from the concrete architecture and robust diagonals of this 60’s building, Mix's logo becomes a powerful sign, reflecting the strength and versatility of the establishment. It stands as a unifying symbol, reconciling the distinct personalities, offerings, and façades present within the hotel. This transformative and all-encompassing mark resonates throughout Mix, enabling the brand to be flexible, desirable, and a true chameleon in its ability to tailor to various contexts. As Mix prepares to open its doors, it promises an immersive experience where collage and creativity intertwine, leaving guests captivated and eager to return time and again.

A versatile identity to match the buzzing spirit of a hive-like destination

MIXING IT UP

Villa Eugénie

Context Music surges through the room. The air hums with electric energy. Lights flicker in perfect sync with the beat. Eyes widen, breaths catch – captivated. The atmosphere is almost hypnotic, pulling the audience into an otherworldly realm… But when the stage extends beyond the physical, how does a brand known for its breathtaking, immersive spectacles translate that magic into the digital world? 
Parisian event production company, <a href="https://www.villaeugenie.com" target="_blank" rel="noreferrer noopener">Villa Eugénie</a>, has been known to transport its audience into new depths, continuously pushing their creativity beyond its limits with their electrifying theatrics. During the Covid pandemic, Villa Eugénie seized the opportunity to expand its portfolio to go beyond fashion show production, with their updated offer encompassing events, digital, and lifestyle services.
Challenge Seeking to revamp their website to match this development, they approached long-time partner Base to help review and incorporate their expansive service offerings into their identity. In the early stages of their conversations, it quickly became apparent that Villa Eugénie needed to create a digital adaptation of their avant-garde events in addition to modifying their catalog of services. 
Solution BaseBRU’s goal was to create a digitally-digestible format that replicated the experiential encounters and immersive feel of their shows while maintaining elegance and dynamism. Base redesigned the website, showcasing the diversity of their work and implementing interactive features, such as flickering lights, autoplay navigation, and blurry motion-related effects throughout the user journey. A special behind-the-scenes feature completes the online experience: When a window showcasing a fashion show is clicked, it elegantly rotates to unveil the opposite side, a mirror image which offers a glimpse into exclusive moments captured backstage. The result is a visually impactful and immersive experience that successfully carries over the captivating image and essence of Villa Eugénie's productions.

Destination Queens

Moving MoMA to a temporary location and forward as a brand

Destination Queens

Moving MoMA to a temporary location and forward as a brand

Money Matters

Merging two private banks into one that’s valued by all

Money Matters

Merging two private banks into one that’s valued by all