Work

West Space

<a href="https://westspace.org.au" target="_blank" rel="noreferrer noopener">West Space</a> is a vital non-profit, artist-led organization in Melbourne, Australia, focused on supporting local and underrepresented artists at all stages of their careers. Base worked with the West Space team to evolve their brand identity, and develop a new digital platform that extends their art and ideas beyond the gallery space (while we were all stuck at home!). This involved close collaboration and heaps of trust, since the majority of the process played out over Zoom. Since its inception, West Space has challenged definition and championed diversity, creative freedom, and risk-taking. So early on we realized we needed to avoid a style-guide-driven approach to branding, in favor of developing a visual language over time. This began with a strong foundation; a new industrious condensed sans-serif typeface inspired by scaffolding. Its exaggerated punctuation provides the organization a distinctive visual language, while a unique set of symbols / emojis ties to its program. Operating as a metaphor for the role the gallery plays in supporting Australian artists and their work, it also acts as the scaffolding of the brand. A platform upon which to experiment and build. Upon this foundation we built West Space Offsite: a new digital platform rapidly developed during Melbourne’s COVID lockdown to enable publishing artist-led content online. Sitting both beside and beyond West Space’s physical exhibition program, it extends art and ideas outside of the gallery space. Coinciding with a move into a new physical gallery space in Collingwood Yards – an independent not-for-profit social enterprise – our work marks a new chapter in the West Space story. But it’s far from over. We’re continuing our collaboration with a comprehensive website refresh launching soon.

Rethinking the white cube gallery as a Rubik’s cube

From Startup To Scaling up

Onsite offline. Offsite online.

Brand Identity

Brand Strategy

Digital

Typeface Design

Digital Strategy

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.

Clarifying Vision

Grand Palais. Grande culture.

Art Direction

Copywriting

Motion

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.

Brand Transformation

PEACE OF PIZZA

Brand Campaign

Naming

Packaging

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

Uniform & Merchandise Design

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

From Product to Brand

ELEVATE EVERYDAY

Spatial Design

Film

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

Book Design

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

Signage

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

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

Art Gallery of South Australia

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.

Translating show-stopping productions into the digital domain

IMMERSIVE REALITY

With a new season approaching, the distinguished <a href="https://www.lamonnaiedemunt.be/fr" target="_blank" rel="noreferrer noopener">La Monnaie</a> (De Munt) opera house of Brussels was eager to maintain its creative spirit while also seeking to expand and diversify its audience. The theme of the season? Fate, reflected through the lens of Wagner’s Ring. 

Spanning two years, Wagner’s epic drama begins with an apocalyptic vision of the world centered around the concept of Fate. With a young and dynamic team at the helm, BaseBRU was poised to infuse fresh perspectives into its 16-year partnership with this cultural institution. 

How could we embrace Fate and integrate it within our creative process to meet La Monnaie’s ambitions? For the first time in over a decade, BaseBRU chose to change direction from its traditional campaign approach. Instead, we deliberately lost control of the creation by surrendering the imagery unto the hands of Fate. 
This strategy allowed for an avant-garde means of exploring visual outcomes. In parallel, Base aimed to subvert Fate by deliberately spoiling the endings of each production as well as the overall theme of the season. We asked the playwrights of La Monnaie to summarize each play into one line, spoiling key elements of the stories, to play with Fate. For instance, Turandot’s dates most often end with a funeral. 


To further emphasize this partnership between human and machine, Base developed a typography style that juxtaposed tradition and modernity. The color red underlying the campaign, symbolizing passion and emotion, encompasses themes of love, death, and the opera. Finally,AI-driven motion language was injected into the campaign visuals to bring the story to life. Throughout the entire process, collaboration played a central role, with significant human input driving the project forward.

A cultural institution embraces AI to echo a theme of destiny

SPOILING FATE

Howells

Context Before buildings, there are great minds. 
People precede architecture, laying the foundation for awe-inspiring creations. In an industry dominated by showcasing work and structures, the human aspect guiding the end result oftentimes gets overlooked. Parallely, websites within the architecture field can frequently feel impersonal or disconnected from this crucial personal element. With a mission to infuse <a href="https://www.howells.uk" target="_blank" rel="noreferrer noopener">the Glenn Howells Architects</a> (GHA) brand identity with a human touch, BaseBRU worked hand-in-hand with the firm to unveil the faces behind their projects using TikTok-inspired clips, while bridging the gap between digital and print.
 GHA has been building transformative places that enrich lives and create vibrant communities. With over 30 years of experience, the firm sought to modernize and reposition their brand to reflect their expertise as innovative thinkers and designers. 
We began the project with a visit to GHA’s hometown of Birmingham. The firm’s influence on the city was evident, as the mark they’d made within their community could be seen on practically every street. Birmingham brick, a local legacy that literally built the city, glowed with its distinct orange hue; veritable emblems of the art of building. 
Challenge Our Basers sat down with the team to better understand the culture and approach of the studio. The first step was to change their name to “Howells”, a contemporary and forward-facing name that still retained the brand equity and heritage of GHA all the while sharpening their vision. Such a pivot required that Howells adapt a narrative that mirror this philosophy. To tackle this ambition, we helped to create a new visual identity for the firm paired with a dual digital-print communication strategy.
Solution Base’s approach was to showcase the individual talents who make Howells unique, rather than the buildings alone. Who better to recount the story of Howells than its own architects and urban planners? Our solution was to put forward the real people behind each Howells creation, the bare faces that imagined every structure – bringing full circle the firm’s name change, one that goes beyond its founder. 
This blueprint acted as the guiding principle for their global communication strategy, including their digital touchpoints. Our team <a href="https://www.howells.uk" target="_blank" rel="noreferrer noopener">created a website</a> that showcases Howells’s case studies and large breadth of work, while also incorporating an interactive layer that highlights their studio culture and their designers’ impacts on specific projects. 
This was achieved with the introduction of a playful feature, where lo-fi TikTok-style videos pop into view as one scrolls down a page on the website. Different members of the Howells team share their story of each project, ranging from experienced partners to interns and young designers. A burst of Birmingham brick orange anchors each video, and can be found throughout the website experience. This creative collage-like approach accentuates Howells’s studio culture while educating website visitors on their projects. 
This multifaceted framework becomes an integral part of their visual identity across all channels. Whether the medium be digital or print, projects are never shown as singular and static; instead, they are layered with the different processes involved in their creation, allowing the digital experience to carry over into print.
By infusing the website experience with human elements, Base has made the website more accessible and relatable. As stated by Andrew La Touche, Howells’s Creative Director, "I think it was vital [that the new brand identity was effectively communicated internally], especially with a group of visual people, to show how the identity, brand and digital strategy, and website all tied together in, I suppose, a Howells ecosystem. As soon as we announced it, there was a lot of excitement." Our immersive approach, visually demonstrating the interconnectedness of the branding within the Howells ecosystem, emphasizes the value of an integrated framework, reinforcing the significance of a cohesive identity that resonates with visitors on a personal level.

People building buildings. For people.

BEYOND BRICKS

Rock & Roll Hall of Fame

<a href="https://rockhall.com" target="_blank" rel="noreferrer noopener">The Rock &amp; Roll Hall of Fame</a> exists both to honor music greats, and inspire new greatness. Affectionately known as Rock Hall, the institution encompasses a museum packed with exhibitions and ephemera in Cleveland, Ohio, as well as awarding popular music’s highest achievement, by inducting megastars into its coveted hall of fame during an annual ceremony.
Similarly to music’s ever-evolving zeitgeist, the Rock Hall team realized it was time to update its image to ensure the institution remains relevant, by broadening its audience to include younger generations, and staying in the spotlight year-round beyond the induction ceremony.
The 'Rock &amp; Roll' spirit is an essential part of the updated brand: original, bold, daring, dynamic, authentic, powerful. The Hall of Fame artists carry this spirit through their sound, imagery, and stories, which is also now delivered through Rock Hall’s visual identity and content. This is particularly embodied in the new logo, which features a custom designed and programmed typeface that reacts to audio cues – its letterforms reverberating in response to sound levels and beats.
Also imbued into the brand is a tone of voice that’s eternally cool, never trying to be trendy. This is echoed in visuals that blend an Acid House palette with imagery and videos that feature the music world’s GOATs.
The identity debuted at the 2022 Induction Ceremony, which, naturally, doubled as a concert and aired on HBO. The new logo was displayed on the red-carpet step-and-repeat and as part of the stage set, behind this year’s inductees which included Dolly Parton, Lionel Ritchie, and Eminem.
Beginning its new era, Rock Hall continues to expand beyond rock music to celebrate all genres that impact culture, and to recognize the significance of a wider breadth of artists' lifetime achievement that appeal to all ages, ensuring Rock &amp; Roll lives on for many more decades as an idea that's both contemporary and timeless.

Resonating eternal cool with an identity that reacts to music

Ready to Rock

Meatpacking District

<a href="https://meatpacking-district.com" target="_blank" rel="noreferrer noopener">The Meatpacking District </a>has undergone incredible transformation over the last 20 years, from an industrial backwater to one of New York City’s most iconic and dynamic neighborhoods. As this evolution is still ongoing, the website we first created for the brand in 2015 also needed to adapt to remain relevant and useful to the millions of visitors to the area each year.
Challenged to out-do ourselves, our objectives included disrupting typical, generic Business Improvement District websites; designing a mobile-first interface; and creating a radically different digital experience that truly embodies the essence of the neighborhood – appealing to both local and global visitors. All while staying true to our <a href="https://www.basedesign.com/work/meatpacking-district" target="_blank" rel="noreferrer noopener">dual-visual identity</a> now synonymous with this corner of the city.
The updated site reflects the unique, contrasting world of the Meatpacking District. Content cards serve as the foundation, providing a user-friendly and engaging way to build narratives. This new feed interface offers a way to serendipitously discover different places and activities, rather than in a simple list. Within the details of every event and place is additional information about what’s nearby, whether that’s a restaurant, an event, or a celebrity sighting. 
Threads between places and stories also lead to curated experiences and narratives that are map-related, effectively creating tours and thematic guides around the neighborhood. With this in mind, a mobile-first UI approach is geared towards users on the move, providing an experience that brings the neighborhood right to their fingertips – accessible anytime, anywhere.
The website color palette represents the diversity and sense-of-place within the vibrant NYC neighborhood, and the use of photography captures its spirit, showcasing the diverse components of the community, activities and destinations that span fashion, design, culture, art, tech innovation, and food.
The addition of such robust content elevates the site from a singular point-of-view to an engaging platform that takes the user on a much deeper journey – far more appropriate for what Meatpacking needs today, compared to eight years ago. The new website conveys the multifaceted personality of the neighborhood, both affecting and enhancing the perception of its visitors, and elevating their experience of all it has to offer.

Radically refreshing the website for NYC’s most dynamic neighborhood

Wild Cards

The New York Times:  Food Festival

After a two-year hiatus, <a href="https://www.nytimes.com" target="_blank" rel="noreferrer noopener">The New York Times</a> brought back its wildly popular <a href="https://www.nytimes.com/events/foodfestival-2022#overview" target="_blank" rel="noreferrer noopener">celebration of food and drink for Fall 2022</a>. Updating and expanding our flavorful identity for the 2019 event involved carrying over identifiable elements, and adding a mouthwatering animated system that helped to build-up a big appetite for buying tickets.
For one day only, the renowned publication brought together top chefs, mixologists, patissiers, critics, and food fanatics from across the city and beyond on a crisp October Saturday for a program of tastings, talks, and tips at Damrosch Park near Lincoln Center. Some of the biggest names and sharpest minds in food shared their insights on how American dining and cooking have evolved, and gave IRL demonstrations to attendees hungry for advice, and samples.
Promoting this packed smorgasbord of events required an identity that clearly organized information while oozing charm, and carrying a touch of whimsy. Building on the identity created for the event in 2019, the bold red, black, and white palette is continued into a new visual framework that arranges text into connected bubbles. These flow together like warm fondue, and also stretch and spring like the melted cheese in animated versions, on top of gooey red graphics that bob and reshape like vinegar floating in oil.
Static adverts were printed full-page on the back of NYT newspapers, while the animations were spread liberally across social media. When tickets were released, the event sold out in mere minutes, and those lucky enough to nab them were greeted by the same identity in the form of signage, merchandise, and marketing materials on the day. This ongoing collaboration with The New York Times has allowed us to build on an already successful visual identity to develop another that’s equally fresh and indelibly tasty.

Indulging cooking’s small delights in the Big Apple

Good Taste

MeDirect

Belgian finance company <a href="https://www.medirect.be" target="_blank" rel="noreferrer noopener">MeDirect </a>chose to switch from a traditional banking system to an app that brings together all personal finance strands, from checking services to managing investments. This revised model skips the middleman and puts the user in the center, allowing them to choose one of three money management levels – from full control to totally hands-off – on a day-to-day basis.
Following the most recent financial crisis, many people have still not regained complete trust in the banks. While some banks are trying to win back customers by claiming that banking with them is “simple,” our strategy involves acknowledging that’s far from true, but that MeDirect’s tools allow users to more easily navigate the array of complexities.
The brand’s existing name was already well-served to position the user as in-control of their money through the app, so it was embraced, and paired with the slogan “My Money, My Choice.” The redesigned pointer logo ensures that “Me” is always at the center, and the brand’s tone of voice is also, unusually, written in the first person – so that the customer, not the company, is the one talking. 
BaseBRU collaborated with MeDirect’s internal team on the visual elements of the app, which was developed in-house, including graphics that display financial metrics in a way that’s easy to understand. A very direct and sharp set of graphic guidelines help to keep the interface clean and digestible, while a palette of soft pastel tones marks a stark departure from the bold colors and predictable green shades used by many other online banking platforms.
We also worked with Brussels-based agency <a href="https://www.thisisfriendship.com/our-brands/my-money-my-choices/" target="_blank" rel="noreferrer noopener">Friendship</a> on a video advert, for which we acted as consultants and brand custodians. Created for TV and online, this asset and the wider messaging are set to launch MeDirect – which is already active in Belgium – into new markets including the Netherlands soon, and more countries thereafter.

A banking app that puts users firmly in control of their finances

Pocket Money

Prince Estate

The immense responsibility of safeguarding the unique artistic vision of music and cultural icon Prince was not lost on the Base team. In branding his estate, we developed a rich, digital experience to drive visibility for potential partnerships and to further engage past, present and future fans.
Prince. Prolific. Symbolic. Iconic… Need we say more? His status is cemented in the minds of generations of fans who have incredible respect for the artist, and such a deep love of the music. Prince’s untimely death caused the world to reevaluate his colossal impact on pop culture, spanning multiple eras, names, genres, and styles. And in this process, an important question arose: how do you ensure the legacy of a legend for generations to come?
<a href="https://www.prince.com" target="_blank" rel="noreferrer noopener">The Prince Estate</a>, which is tasked with just that, wanted to find ways of introducing and reintroducing audiences to the late musician’s work that are as innovative and forward-thinking as he was. Educating existing and new fans of any age, but particularly younger audiences, in a way that captured Prince’s unconventional and experimental spirit was of utmost importance.
We approached it not as a static archive, but a full universe of community-focused content.
Rather than bringing together all things Prince in a single website, we produced a series of microsites that encompass different aspects of his life and career. These ranged from an immersive scroll through his discography, to a one-of-a-kind interactive map that charts his early years, and a real-time stream of tributes made by thousands of fans – each created using a wide variety of technologies.
We then released the sites one by one, in the same way that an artist drops singles or albums. This not only allowed us to digitally tailor the look, feel and interactivity of the microsites to specific themes, but build anticipation and sustain momentum around the work – something to which the music industry constantly aspires. The sites ladder up to a central hub, so the platform remains lean and easily adaptable to future technologies, trends, and an unlimited amount of upcoming content.
In the first year alone, over a million users visited the sites, signed up to subscribe, created individual tributes and shared on social media. And... we won two Webby awards. This entirely radical approach to the preservation of a life’s work, conserving an artistic vision, and furthering engagement in Prince’s genius has ensured one thing: his legacy will live on.

Ensuring the legacy of an undefinable icon by taking it digital

Sign O’ the Times

THC NYC

A new multi-sensory and experiential destination that explores the many facets of cannabis culture has landed in New York’s Soho. Offering five floors of unique exhibitions and experiences, THC NYC aims to be a beacon of “high” culture, and our identity helps to transport visitors out of the ordinary and immerse them in the extraordinary.
Almost overnight, New York officially pivoted its approach towards, and relationship with, marijuana in a dramatic 180-degree flip. Legalizing the substance for public consumption in 2021 immediately led to dispensaries opening in droves, a slower release and rehabilitation of those previously convicted of weed-related crimes, and a significant growth in general interest in cannabis products and culture.
Against the backdrop of this major shift from subculture to mainstream, The House of Cannabis (THC NYC) founders acknowledged early on the key role this unique “museum” will play in breaking stigma, changing perceptions, and elevating cannabis culture both for experienced and newly curious audiences. Its visual identity therefore needed to facilitate all of these elements, while avoiding so many potential cliches and tropes.
Base touched almost every brand aspect: from naming and strategy, to the website and merchandise – all centered around communicating the museum as a place that’s experiential and educational; a cultural institution rather than a dispensary. Since cannabis can transport the mind to different places, the iconic arched windows of the house’s historic building at 427 Broadway were an obvious tie-in to represent portals to other realms. This shape informed a tight visual framework that revolves around a flexible motif, used to either contain or frame a wide range of content, and acting as both a conceptual and a literal window into the world of THC NYC.
A custom typeface speaks to urban culture, with plenty of attitude, and merch was created with a streetwear sensibility. For the art direction, clouds represent the ethereal, and also act as euphemisms for smoke, while color gradients evoke the feeling of ever-changing moods and constant discovery.
Even before opening, the venue has become an icon for the neighborhood, having hosted a runway show for New York Fashion Week, and its branded windows acting as a backdrop for the myriad photoshoots undertaken by passersby. This integration into the neighborhood, and the city as a whole, has helped set up THC NYC to become an inviting world for many kinds of people to explore, and a critical milestone in bringing cannabis culture “into the light.” 
Content provided by <a href="https://www.terrane.group/" target="_blank" rel="noreferrer noopener">Terrane Group</a>.

A portal into the many dimensions of cannabis

Smoke Show

The Cambium

Long time friends of BaseMEL, Sally and Damien, had spent way too many hours at lifeless corporate retreats – drinking bad coffee under fluorescent lighting, sitting on uncomfortable chairs, with the same old routines… The entrepreneurial couple realized long ago there was an opportunity to radically rethink this sector, and provide a space where groups and companies could break out of the boardroom to gain clarity and innovate, through curated personalized experiences in a relaxing yet stimulating natural environment.
They stumbled upon the perfect location: an old Australian homestead, surrounded by National Parks in the heart of Red Hill on the Mornington Peninsula, and jumped at the chance to turn it into an exclusive-use venue for businesses looking to enact change, away from the distractions of the workplace. They had the property and the concept, but needed to bring it to life.
The surrounding environment, about as Australian as it comes, provided inspiration for the name. In the world of plants, a “cambium” is a site of cell regeneration, tucked away underneath tree bark or inside stems as a hidden, but a vital part of the plant’s anatomy. <a href="https://thecambium.com.au" target="_blank" rel="noreferrer noopener">The Cambium</a>, as a business, equally offers a place for organizational change and growth.
The architecture was restored and repurposed by <a href="https://www.carr.net.au" target="_blank" rel="noreferrer noopener">Carr Architects</a> with a contemporary and pared-back aesthetic, and this quiet and respectful approach was carried through to the branding. Guided by philosophy, and ideas surrounding contemplation in nature, workspace tropes and Post-it note yellows were blended together with natural hues and rusted materials that allowed the brand to blend into the architecture and the striking landscape.
 Photography by <a href="http://tomross.xyz/" target="_blank" rel="noreferrer noopener">Tom Ross</a>.