About

Although he didn’t always know he’d land in branding, Ross has been fascinated with the idea of inventing worlds for a long time. He sees his work at Base as an extension of that. Somewhere between fiction and reality, Ross uses graphic design to create brands that feel alive. His work prioritizes contextual relevance and demonstrates a deep consideration for its audience. He functions as a true partner to clients, working with them in close collaboration from concepting and strategy all the way through to production. Ross’s taste for teamwork likely traces back to the fact that he’s the oldest of five siblings, a childhood experience that made him both responsible and achievement-oriented. Outside of design, Ross’s main hobby is… also design. He’s constantly finding creative ways to leverage visual systems to tell stories and craft invented worlds.

The moment Mirek discovered he could use computers to make images move, his career in digital was set into motion. Beginning with animation, he fused technical curiosity with a background in fine arts to create digital work as functional as it is creative. Mirek went on to found his own digital consulting firm, where he worked closely with Base for years until eventually joining the company as partner in 2016. He holds a unique perspective, informed in equal parts by a deep understanding of brands and a digital fluency backed by decades of technical experience. Mirek has worked with organizations that include The Prince Estate, International Fund for Animal Welfare, Milk Studios, and The New York Times, and also serves as a judge for the annual Webby Awards. Outside his professional pursuits, Mirek is an avid reader, traveler, and painter, continually hungry for unique experiences in and beyond his role at Base.

As a kid, Harry figured he should be a magician when he grew up. Although he isn’t in the traditional sense, the work he does at Base is not so far from magic. Harry graces those who work alongside him with perfect pacing, clear communication, and a seamless system of project management that makes space for inspiration and creativity to emerge. By supporting team alignment, he helps ideas evolve, crystalize, and ultimately, come to life. Harry’s experience spans industries ranging from hospitality to cultural institutions to big tech. He sees branding not as a means of pushing product, but of forging real connections and hopefully, sparking joy in the world. When he’s not at Base, Harry enjoys spending time with an entourage he describes as the group of people he admires most—his five young nieces and nephews.

Jake has an eye for noticing how things could be done better, and usually can’t help but execute those improvements right away. This cycle of optimization is the story of his career at Base: he migrated from the fashion world to join the company as a project manager in 2012 and, in classic Jake form, started making improvements immediately. What began as small operational improvements here and there escalated into managing bigger undertakings including finances and major company projects. Today, Jake directs Base’s project management team, keeps budgets balanced and timelines tight, and oversees innumerable other items to ensure the studio runs smoothly. It’s an impressive juggling act executed with rigorous precision. When Jake isn’t at the office, he enjoys golfing, exploring New York’s many museums, listening to live music, golfing again, and, most recently, making beats with his two young children.

Jeffrey allegedly grew up in Los Angeles, although after many years in New York evidence of his California roots is shaky at best. As a child he was hungry for art, dabbling in everything from ceramics to photography to painting, and later went on to receive his MFA in graphic design from the Rhode Island School of Design. Jeffrey thrives on a constant influx of creative challenges and responds to them with idea-driven visual systems that prioritize authenticity. His work is characterized by harmonious tension, incorporating juxtaposed elements like high- and low-brow styles, or aesthetic codes translated from one industry to another. At Base, Jeffrey helps cultivate brands from conception through to launch. Whether it’s as local as the visual identity at a neighborhood cafe or as global as an international non-profit striving to save a species, Jeffrey works to evolve ideas into brands shaping the world for the better.

Geoff’s career catapulted on the night he met MoMA’s CMO at a Base party in Manhattan, where he discussed developing the institution’s new branding for its temporary museum in Queens. The project, MoMA QNS, was the first in a string of iconic brands he has helped to create including MILK, NeueHouse, JFK Terminal 4, Iconiq, The New York Times' Times Talks & Food Festival, the Prince Estate, and countless others. Geoff approaches branding with a sharp understanding of business strategy and a finger on the pulse of global culture (he speaks four languages and savors local flavor everywhere he travels). As a partner at Base, Geoff asks companies big questions and helps answer them with unexpected, visionary solutions. The result is very often a profound cultural impact. Geoff also puts his branding acumen to use as a mentor at renowned tech accelerator, TechStars, and serves as a board member at Sentral.

As the head of Base New York, Min oversees the studio’s creative output and the business. In her primary role as a “brand therapist,” she brings two decades of experience working intimately with founders and CEOs to help them build visionary brands. This role requires constant shifting of perspectives: from big picture to indulgent details; sharp strategy to freeform exploring; reverence for structure to fearless rule breaking. Min’s ability to think not between but across these dualities makes her a creative force to be reckoned with. Born in Frankfurt, raised in Seoul, and now a veteran New Yorker, Min possesses a cultural sensitivity that allows her to create work that has true impact within its context. A humble student of the world, she’s forever absorbing new (and sometimes useless) knowledge from sources far and wide. This constant process of re-learning keeps her a step ahead of trends and at the forefront of societal shifts––wisdom that is passed on to all with whom she collaborates.

For someone who loves the sonic abrasions of Krallice and Throbbing Gristle, Dan sure does have a knack for clarity. Whether it’s in the boardroom, the workshop, or at home with his kids, Dan’s secret weapon is his ability to navigate chaos and pinpoint the heart of a matter. After five years at Base’s New York office, in 2019 Dan returned to his Australian hometown to establish the Base Melbourne office with his wife and creative partner Caroline Cox. As creative director, Dan’s role combines strategy, business development, general management and studio DJ duties. Thanks to a varied career as a designer, art director, pseudo-architect and university lecturer, Dan’s approach is characterised by a restless curiosity and an understanding of how to balance business goals with creativity. An avid writer, Dan has recently published articles in Fast Company and The Fashion Law.

Caroline’s approach to creative direction is anchored in alchemy: the magical process of transforming unexpected ingredients into something exceptional. When she joined Base as creative director in 2019, Caz brought with her a rich expertise in visual storytelling gained over the course of her career spanning Melbourne, Sydney, London and New York. Prior to Base, Caz was associate creative director at New York agency Lloyd&Co, where she led the Adidas account (working on global campaigns and product launches for Originals, Y3 and Pharrell Williams) and was the lead creative for Calvin Klein at the appointment of Raf Simons. In establishing the Base Melbourne office with her husband and creative partner Daniel Peterson, Caz has drawn on her unique ability to build and manage creative teams across a broad range of disciplines.

Never one to balk at an outlandish brief, Thomas is a developer and designer with a passion for investigating new modes of communication. Specialising in digital experiences and creative coding, Thomas works consciously across a wide range of sectors spanning arts and culture, corporate, property, hospitality, retail and more. Multidisciplinary in the truest sense of the word, Thomas’s work as a developer and designer is informed by art, computer science, literature and mathematics. Underpinning his practice is a love of building, both in the digital realm (software, websites, video games) and IRL (furniture, musical instruments and anything out of ply). He’s also the part-time owner of honorary Base team member Marlow the sausage dog.

Charlotte’s path began in the food world, earning a degree from the Ecole Hôtelière de Lausanne and working across the culinary industry. It was there she sharpened her communication, organization, and people instincts, but also realized something else: she wanted more variety, more creativity, more room to grow into herself.
Starting at BaseGVA from project manager to Partner & Managing Director, Charlotte has grown within BaseGVA, bringing structure and sensitivity in equal measure. She keeps the process running smoothly while tuning into the emotional nuance of each brief, each client, each moment. A clear thinker with a non-conformist streak, she’s always questioning, rethinking, adjusting.
Outside the studio, Charlotte follows her curiosity wherever it leads. Into flea markets, where she hunts for offbeat treasures. Into her record collection, spinning soul and jazz for her houseplants (who seem to appreciate it). Into books, exhibitions, conversations. Her taste is eclectic, her thinking non-linear – and that’s exactly the point.

One of Hervé’s earliest memories is sketching an image of a snowy chalet and thinking to himself, “I want to do this as a job.” The vision stuck. Hervé went on to study graphic design and co-found «GVA Studio», an independent design practice that merged with Base in 2013. As partner at Base, Hervé fuses his background in design with sharp strategic acumen to steer the ship, ensuring it moves well, leaves no one behind, and never strays from its course. He works with an eye towards the future, positioning clients (which range from Bozar to Wrangler to the International Olympic Committee) at the top of their respective markets. His process is analytical, adventurous, and creative, leading to solutions that stand the test of time. Hervé is also a member of the Swiss Graphic Design Association, The Society of Swiss Graphic Designers, and regularly serves as a jury member and speaker at HEAD Geneva and CFP Arts Geneva.

When genealogical research revealed that Gérald is the descendent of Aloys Senefelder—the inventor of color imaging—everything made sense. He studied lithography and digital imaging, and spent several years working in a print shop before an eventual transition to branding. Gérald co-founded Base Geneva in 2013 and today as partner helps keep the team connected, energized, and supported in the execution of truly brilliant work. He works with clients including The Olympic Museum, La Comédie de Genève, and Caran d’Ache from project kickoff all the way through to production, when his background in printing helps elevate executions to the highest level of quality. Gérald also serves as a jury member at CFP Arts Geneva. He never rests on his laurels and operates in a state of constant learning, which keeps him deeply fulfilled. Exploration is a common thread in Gérald’s life—outside of work, he enjoys visiting new cities, museums, restaurants, and indulging in the rest of life’s exquisite epicurean pleasures.

Luc is the type of person who is never fully satisfied but it turns out that as a graphic designer, that’s a good thing. He is constantly questioning, challenging, and pushing people to take work further. Luc’s work at Base is guided by the goal of allowing brands to fully embody their own values and to act in accordance with them. He sees design as a tool that has the power to help clients become truer versions of themselves. At the end of the work day, Luc makes a point to leave his job completely behind him. In his spare time he can often be found meandering through nature – sometimes on foot, sometimes by motorbike – with no particular destination in mind, only a desire to soak up inspiration from the world around him.

Coming from a background that touched everything from social science to advertising to law, Edouard’s relentless curiosity allows him to explore new fields and ask questions that deepen his understanding of them. This quality is essential in his role as digital director at Base. Not only is the digital landscape constantly evolving, each client comes from a unique context that makes thorough investigation critical to developing a strong digital strategy. Luckily, it’s this fast-paced, never-ending learning that motivates Edouard most. His digital expertise paired with generalist curiosity enables him to put clients in leading roles within their respective markets. Edouard’s penchant for learning spills beyond his role at Base too—his interests span comics, literature, hiking, skiing, and cultivating an extensive wine cellar to enjoy in his downtime.

Vincent fell in love with graphic design at a young age, when a pivotal internship introduced him to the discipline that would become both his career and greatest creative passion. By the time he enrolled in ECAL, he was already designing. His education there enriched his creative process, teaching him to work with rigor and precision. It’s this combination that drew him so strongly to typography, a field he explored deeply in University and that remains his favorite component of graphic design overall. It’s Vincent’s ability to work efficiently and meticulously that makes him so well suited to complex and detailed projects. At Base, he applies a strategy-first design method to help clients solve creative challenges. His work is fast-paced but he never glosses over the details—on the contrary, they’re his favorite part.

Working with a team of wildly talented designers, Anthony’s role as partner and creative director revolves around ensuring the strategy is correct for the client. To craft sharp solutions, he carefully considers where the project is headed, who it’s for, and what the best route to success would be. Anthony works closely with clients to help redefine their vision, method of working, and sometimes tilt the very axes their worlds revolve around. At the end of the day, his ambition is to impact people’s daily lives. He has found that the best way to do that is to integrate this goal in his own teams’ daily processes, and his method of leadership is all about bringing out the best in those around him. When Anthony isn’t creative directing, his hobbies take him far into nature, whether it be walking his dog, boating, or fishing.

For the past seven years, Senior Designer Aurélia de Azambuja brings clarity, structure, and an all-too-contagious laugh to Base’s Brussels studio. Originally from Paris, her journey has taken her from the Mediterranean to New York and, finally, to Brussels—each stop shaping her perspective and deepening her curiosity. While serendipity fuels her creativity, her work is always anchored in a strategic framework—shaping ideas into seamless narratives rich with nuance and depth.

Aurélia leads with a clear conceptual direction, orchestrating teams of copywriters, illustrators, and art directors to bring bold, meaningful design to life. But her boldness goes beyond aesthetics. She’s passionate about the power of design as a tool for change, always asking the big questions—challenging her creative approach, her team, and the world around her.

Aurore hails from a small Belgian town “where carnival abounds, and champagne flows freely.” Tapping into her graphic inclinations in the early years of secondary school, she spent so much time beautifying her notebooks she often forgot to take notes altogether. Inspired by Xerox art, Joseph Albers’ color studies, and Toscani’s photo campaigns for United Colors of Benetton, Aurore took on Graphic Design and Visual Communication at La Cambre and specialized in typography and bookbinding. As a Designer at Base, she’s spent the last decade-and-a-half on the lookout for powerful visuals that, as the cliché dictates, speak louder than words. Whenever she’s not poring over InDesign or coaching interns, Aurore loves to crochet toy animals, get a whiff of fresh mountain air, and play her favorite Slow Dive album on a loop.

Raised in an environment of unapologetic openness, Bruce Vansteenwinkel knows good design isn’t just about aesthetics—it’s about radical inclusiveness. With everything he creates, Bruce intends to reach and affect people of all identities and inclinations. After learning the ropes at Base New York and honing his craft as a freelancer—for tech titans like Apple, no less—he now strengthens the Base Brussels team with his distinct optimism and curiosity. Bruce’s creative sensibilities are influenced by his zeal for architecture, a string of creative side projects, and the quirks of his fellow earthlings. But whenever he’s out of office, he’s most likely drumming up his chosen family for homemade Korean food and some sacred social time.

A self-proclaimed generalist, Coline Leclère is driven by a curious mind. She likes to dip a toe into anything even remotely interesting, which means she always has too many tabs open, several dog-eared books to finish, and a wealth of eclectic tunes to immortalize in equally haphazard mixtapes. After her Hospitality Management and Business degree left her starved for meaning, she swiftly changed course. With stopovers at SXSW and the Hoxton, she finally landed at Base Brussels as a copywriter and strategist. Coline wields her innate versatility as a tool to untangle clients’ stories, conjure up compelling brand narratives, and lay the groundwork for brands to be built. Coline likes cooking, taking her dog into nature, and hosting lavish dinners for friends from all corners of the world.

Delphine Volkaert is a textbook Sagittarius, galloping through life with an insatiable hunger for novelty. Straying from her early fondness for fashion, she studied Graphic Design at La Cambre instead, a journey that led her to explore creative techniques, UI and UX design, and sun-soaked Barcelona. Whenever Delphine sinks her teeth into a new project, her gut feeling instantly pulls her towards the right visual mood. And her flair for conjuring colors and compositions serves her well in the real world, too, as she’s recently become a florist’s apprentice. Delphine loves food, foreign languages, and foraging the web for vintage design pieces. Dreading empty days more than anything, she always has somewhere to be, someone to see, or something to experience—no matter how small it might be.

Dimitri Jeurissen arrived in Brussels when the Golden Age of Advertising was in full swing. He leapt without looking and founded Base while he was still a Graphic Design student at La Cambre. After a brief stint as a designer, Dimitri established himself as an art director for brands like Loewe and Delvaux, then moved across the pond to lead the creative direction of the New York studio. Nowadays, Dimitri fosters his natural instincts of exploring uncharted territories and gathering like-minded people. Taking a curatorial approach, he steers the Base brand down unexpected paths, such as the launch of BEople Magazine. Still, he always keeps a finger on the pulse of our projects to stay aware of what’s brewing. Having worked with photographers, artists, and museums across the globe, Dimitri has become deeply entrenched in the world of contemporary art and cultural landmarks such as Z33, iMAL or Wiels. On an occasional day off, he loves to browse the piles of unread books he keeps to remind himself of everything he doesn’t yet know.

After seeing Monet’s Giverny gardens as a kid, Paris-born Léa Wolf has taken an extraordinary liking to visiting the history-packed homes and havens of the greats. She leaves her preconceptions by the door, guzzles up the stories inside, and leaves feeling richer and more fulfilled. As a thoroughbred Designer, this is exactly how Léa likes to approach every new project—as a portal to a new, unfamiliar world. With no less than three Graphic Design degrees under her belt, she has studied every method in the book and fostered a particular gift for iconography, imagery, and art direction. Whenever she’s not following her gut down a thrilling visual rabbit hole, Léa loves to spend her days browsing galleries or vintage furniture shops, indulging in retail therapy, or unwinding with friends.

As Base’s paterfamilias, Thierry Brunfaut mentors the global teams, oversees strategic and conceptual decisions across the different studios, and protects the Base spirit he’s been moulding for nearly three decades. At the same time, his childlike whimsicality often drives him to ruffle feathers, change his mind, and ditch whatever bores him. Hailing from a family of architects, Thierry infuses Base with unbridled creativity rooted in common sense—another glaring contradiction. He self-identifies as lazy, yet his achievements speak volumes. While co-founding Base takes the gold, Thierry’s happiest when he’s teaching. He pushes the needle in the wider sector through workshops, podcasts, lectures, and think pieces. A joyful minimalist to the bone, Thierry imparts a philosophy of graphic and conceptual simplicity, illustrated beautifully in his series of “5-minute posters”. Some of Thierry’s favorite things? Football, the movie ‘Body Double’, and his own body double: Kermit the frog.

Thomas Leon grew up in a tiny village surrounded by the Jura and the French Alps. Born into a family of Mathletes, he was the creative duckling in a nest ruled by numbers. When he joined Base over a decade ago, he quickly discovered that his early years had armed him with an inherent sense of simplicity, a blissful unawareness to all things trendy, and a yearning to solve puzzles. Going back and forth between Design and Creative Direction, Thomas enjoys cracking the nut of the branding formula and setting up the sparring ring for his fellow creatives. Whenever he’s not diving head-first into the unexplored waters of impactful brands, Thomas likes to take his kids to the playground, go for a run along the Kanaal, or sit down for a good meal (he is a Frenchman, after all).

With a background in business engineering, Lola sought a non-traditional career that would unlock many doors – from art and design, to cinema and fashion. The organic structure of Base has enabled her to forge her own unique path, evolving alongside the company. Today, she effortlessly moves between planning, finance, business development and project management. She's in possession of a 360 view of what's happening, when, and how – making her the perfect sounding board and champion for every member of the team.

As a child, Andrey was fascinated by stars, space, and computers. It came as no surprise when he enrolled in the Moscow Aviation Institute to study the technology that enables galactic exploration. Two masters degrees later, it turned out Andrey’s studies weren’t taking him to space—instead, they opened the door to a career in digital development. In 2011 Andrey founded his own studio, working closely with cultural institutions, media outlets, and nonprofits to develop complex digital work. In 2017, he started working with Base and hasn’t looked back. As partner and director of technology, Andrey’s background allows him to see projects from the inside out, lending a critical lens that’s helped clients such as The Prince Estate, Matouk, and the Naked Heart Foundation. As for his dreams of exploring space, Andrey has discovered there’s no shortage of adventure to be had right here on Earth. From Japan to Iceland to his homeland in Russia, Andrey remains a curious traveler, always on the lookout for the next opportunity to explore.

Olga’s longstanding interest in technology made the decision to enroll in SFU’s Institute of Nanotechnology, Electronics, and Instrumentation an easy one. Her path from there to frontend web development was nonlinear, guided mostly by genuine curiosity and an affinity for all things technical. At university, Olga studied biotechnological systems, spent the early days of her career working on web-based projects and eventually, enrolled in formal training to become a developer. Ultimately, this path led to Base, where Olga applies her background and expertise to create stunning digital work for clients. Outside the world of technology, Olga’s curiosity persists—whether it be exploring other cultures through travel or pushing herself in extreme sports, she is constantly seeking the new and exciting.

Artem sees programming as a game—one where winning looks like victory over a technical problem. As a child he never imagined he’d pursue this as a career. Rather, he had his sights set on becoming a scientist, which he figured would be the most effective route to changing the world. But the summers he spent in Stuttgart left Artem with buckets of free time, which he filled quite naturally with mathematics. His interest grew into full-fledged love, and he went on to study at the faculty of Mechanics and Mathematics at Moscow State University. There, Artem became more deeply acquainted with programming. It stood out to him as strikingly different from other disciplines, seeming more like a game than a job. By the time Artem graduated, it was clear he would become a developer. Today, his childhood dream of becoming a scientist is long forgotten, but one key element remains: his work sparks cultural impact and indeed helps change the world.

Viktor’s path to web development started with a degree in mathematics and computer science, earned at the Taganrog State University of Radioengineering. Curiosity led to a short stint working as a marine hydrograph––measuring the depth and features of bodies of water––during his postgraduate studies and eventually, Viktor fused the many elements of his background to launch a career in web development. Born and raised in northern Russia, his interests outside of programming mostly take place outdoors: in the winter, on a snowboard; in the summer, on foot hiking through the mountains.

Sergey was born in a secret city nestled deep in the Taiga Woods. His parents, both geologists, whisked him away to the Kygryz mountains when he was still a baby, and he spent the remainder of his childhood there. Among tall mountains and racing rivers, an interest in technology (and specifically computers) began to brew. He understood their potential power very early on and it wasn’t long until they captivated him completely. When it came time for university, the choice to study software engineering was clear. Sergey led his own web development company for a period before joining Base. Through it all, he’s continued to travel, searching for his place in the world everywhere from the sultry valleys of Iran to cyberpunk Korean metropolises. Today, Sergey believes he’s found his place in the world, unexpectedly, writing code.

Daria’s superpower is organizing innumerable chaotic details into something meaningful, organized, and beautiful—and she’s always loved doing it. As a child, her favorite toy was Legos, a sort of physical parallel to the kinds of puzzles she solves today. She went on to study linguistics in university, another application of finding logic within highly complicated systems. And today as project manager, she keeps a team of developers in check, creating clear systems and timelines from what could easily be mayhem. When she isn’t conjuring order, Daria’s interests span many subjects. She paints and illustrates, takes long bike rides, practices yoga, reads science fiction, and cares for her house plants.

Masha loves to care for people and processes. If she wasn't engaged in educational and cultural projects, she probably would've ended up working in philanthropy. As a university student, Masha observed and analyzed many diverse worldviews through the study of film. Rather than applying her arts degree strictly to the arts, she found herself drawn to spaces where art and culture intersect with digital technologies. The work fascinated her and she quickly found her place as a process manager. 10 years later, Masha has built a career producing, editing, and communicating on projects that range from editorial work to museums. Her caring ways paired with her cultural curiosity make it a perfect fit. Outside of work, Masha enjoys running, painting, and daydreaming about someday owning a house with a big backyard where her future dog roams freely.

In many ways, Carlos perfectly lives up to his double Libra sign. He brings calmness to any situation (frequent bubble baths and slow-cooked risotto are both features of his home life). He considers problems from every angle. And he appreciates all things visual which unsurprisingly, led him to design. After earning his degree, Carlos left his home in Brazil for NYC with little more than a plan to become a designer at a branding agency. Spoiler: it worked out. Today Carlos has worked with leading tech giants, social justice organizations, renowned dance troupes, and everything in between. He shares his expertise with the next generation as a teacher at Aprender Design, and applies it to create powerful work here at Base. As Associate Design Director, Carlos's job is to make the intangible, tangible. He translates abstract ideas, values, and characteristics into coherent visual systems—a process that ultimately results in deep meaning and lasting connection.

Lorenz is what you could call a quiet punk. Not in his look or even his attitude, but rather in the idea that he never did things following a set path. This self-taught, slightly perfectionist character never really studied graphic design at school, he learned everything by himself, reading books or following tutorials on the internet. Specialized in visual identity, he is more interested in the process than the result, and likes to dig deep into the subjects he deals with, even if it means spending long hours. When he clicks with a subject, he can’t stop clicking! Surprisingly, he compares this to his passion for Japanese noodle soups, which he experimented with for a long time before finally arriving at a convincing result. As a proponent in the “trial & error” philosophy, he is not one to stop when faced with any problem, and always puts himself in a position where he can learn and benefit from any mistakes. Outside of work, as the “discreet punk” that he is, he likes to go to independent punk shows where he enjoys the DIY side of things (which characterizes him rather well).

Tal’s interest in creative problem-solving dates back to his early years spent tinkering with Lego and Knex in his hometown of San Francisco. Now based in Melbourne as a Senior Designer at Base, Tal is a naturally curious creative who enjoys working across a wide spectrum of art and design. Whether it’s crafting beautiful interfaces or collaborating with image-makers on art direction, what drives Tal is the point at which disparate elements converge to create something unexpected. Informed by his background as a musician, he approaches the often pixel-perfect realm of graphic design with an appreciation for the oddities and idiosyncrasies that ultimately make good design great.

As Base’s digital producer, Vivian’s role makes her a translator of sorts. She can turn aspirational ideas into actionable next steps, and make developers’ technical talk digestible for anyone. A self-proclaimed “introverted extrovert,” Vivian asks a lot of questions. That curiosity has earned her a broad knowledge of all things brand, and a deep knowledge of all things digital. Those who work alongside Vivian are blessed with seamless processes, clear communication, and, often, baked goods. When she’s not at work, she can usually be found baking cookies, cakes, and muffins, strumming the ukulele, or studying up on one of several foreign languages she’s on a mission to master.

Even more than she loves beautiful things, Kerry loves the thought, effort, and imagination that go into making them. Whether it’s the hours of toil behind a blooming garden, or the rigorous strategy that powers a strong brand, Kerry savors process as much as product. She’s a master of puzzling things out, conjuring answers in voids of uncertainty, and keeping track of all the small details that add up to something big. This makes Kerry perfectly suited to her hybrid role as Chief of Staff and Senior Project Manager. Outside the office, she uses these strengths to create stunning floral arrangements, contribute to her local community garden, and generally get to the bottom of how things got to be, or could get to be, so beautiful.

Everything begins in Darius’s sketchbook. As ideas emerge, he starts to pull in other elements—graphics, motion, photography, type. His work is characterized by this mixing of mediums. It’s a practice he picked up while studying fine arts, and one that extends even beyond his work as a designer: be it combining different cuisines in the kitchen, or traveling to new cities to try on alternate perspectives, Darius brilliantly brings different worlds together. His work is original, optimistic, and thoughtful down to the smallest details. For him, design is above all a tool for communication, a way for brands to put fresh, impactful, and important ideas out into the world.

Elias, Digital Project Manager at BaseGVA, thrives on finding balance in life. Born and raised in Geneva, he is a master of multitasking, bringing harmony to his various and varied passions and hobbies. From a young age, Elias’ nose was often buried in a book, devouring novels with a voracious appetite, leading to a keen interest in philosophy and deep theory later on down the road. His unquenchable curiosity led him down self-taught paths in graphic design and web development. A deep love for music has propelled him through a wide-ranging landscape of musical genres, with his curiosity leading him to surprising places – most notably, the club scene. His presence in the music world has been nothing short of eclectic, from organizing festivals and raves to spinning tracks as a DJ. Elias offsets the intensity of the club atmosphere with regular intervals in nature, exploring the alpine mountains and surrounding forests with his Australian Shepherd, Laia. With a Master in Fine Arts from HGK Basel, Elias’ past experiences within cultural management in the contemporary art world lend to his sensibility for creation and design in his role at Base where he supports clients and their digital projects from infancy – launches and beyond. From budget management to in-house design consultancy, Elias' adept balancing skills ensure the orchestration of smooth digital projects.

Cold winters, great corn, big smiles. Here is how Julie, Base’s Global Editorial Director, describes her Midwest. It comes as no surprise then, that this Chicago-born go-getter knows how to weather a storm and take on a challenge — moving from NYC to Paris, where she studied fashion business at IFM, before building up experience in fashion and beauty houses, big and small. No surprise either, that Julie knows how to shuck a cob and her way around the kitchen more generally. There’s nothing she likes more than to cook, bake*, gather people around a table and a good meal: to ‘create conviviality’, as she says. And then last but not least, no surprise that it is all dimples, enthusiasm and drive that she joined Base in Brussels in April 2023. Ready to set up its communication arm, develop new processes and new output. Working with each and everyone at Base, across design, strategy and digital, NYC, BRU, MEL and GVA, to tell stories about the work we do: somehow making culture or, in her own terms, ‘the exterior influences that shape who you are as a person. They can be intimate and less personal, span generations and country borders.’

*Come by the office on Monday, and expect a slice of homemade banana bread

For Jeroen, all the world’s a stage. Hailing from Antwerp and raised throughout the rich landscapes of Flanders, Jeroen has always had a fascination for eclectic curiosities. With his family's frequent relocations within Belgium, he cultivated strong social skills from a young age, continually crafting new friendships. During his boyhood days, quests were his currency, sometimes driving him to daring escapades, like pillaging apples from a neighborhood orchard and peddling them on street corners with his cousins. It was during these formative years that Jeroen's vivid imagination laid the foundation for his affinity for storytelling, which he channels through various artistic mediums. Photography, his silent narrative, captures worlds without words or melodies – a skill he honed through a Master's in Photography from Kask in Ghent. Another form of spinning yarns takes shape in music, where he’s center stage in two bands, lending his voice to both. From hardcore punk to the metal scene, heavy music has always offered him a cathartic release for his emotions, fostering a sense of unity and dialogue. His love for creative expression brought him to Base, where his role as Growth Director allows him to be a catalyst of sorts for sharing Base’s inventive artistry with the world. And, in case you're wondering, Jeroen is an amateur kebab connoisseur.

Relocating from balmy Kuala Lumpur to ever-variable Melbourne more than a decade ago, Rachel's innate curiosity fuels her drive. From astrophysics to history to cinema, she mines the past for narratives that inform her approach to design and visual storytelling, coalescing creativity with empathy. Her appreciation for the human story has taken her through varied places—from sizzling bacon in the bustling kitchen of a soup kitchen to navigating the dynamic realms of start-ups and B-Corp entities. At Base, she brings typographic sensitivity to her work, combining the technical and emotive to create something tangible from the visceral. When not nose deep in design, she is usually reading, adding another book to her ever growing pile of unfinished books or contemplating the eternal question: what's for lunch?

Born and raised between Budapest, Geneva and Brussels, it’s safe to say that Stefania has seen and done a lot. With a childhood filled with Beatles tunes, roller skating, and water skiing alongside her sister, she's no stranger to adventure. Armed with a Master's in Journalism from ULB and Paris II Panthéon-Assas, she penned her way through prestigious publications like La Libération and RTBF before landing in Geneva. Carrying her insatiability for discovery, her passion for her work lies in the ever-changing landscape of projects, which she managed in media, culture, private banking, and agencies like M&C Saatchi. And now, at Base! As Project Manager, she helps teams and clients envision cultural impact as a value beyond branding, as a true form of inspiration for societal perceptions, on both local and global scales. Outside of work, you’ll find her indulging in cultural pursuits, all while seeking hidden gems in each city she explores.

For a guy who loves a dawn run, Samuel Bourke sure knows how to keep things moving in the studio. With a fashion marketing degree from RMIT and Parsons, Samuel brings a unique mix of creativity and strategy to his work, shaped by a passion for both the arts and athletics. He started in PR, managing top clients like Nike, before pivoting to project management in a creative agency, where he honed his eye for detail and his knack for guiding high-stakes projects to success. Known for his meticulous approach and commitment to excellence, Samuel fosters a high-performance, collaborative environment that puts the client at the heart of every project. Outside the studio, he’s either pounding the pavement or diving into new music, always chasing growth in every aspect of life.

Surrounded by a vibrant food culture and stunning architectural structures, growing up in Hong Kong was a sensory feast for Haruka. Paired with sweet summers in Japan, her early life can be best described as a fusion: of cultures, identities, surroundings… A dedicated dancer from a young age, Haruka was captivated by the precision required to subtly shift her body and transform the meaning behind a movement. So much so, that even two fractured ankles during her 16 years of dance—spanning ballet, hip-hop, and beyond—didn’t stop her. The pursuit of perfecting a move and finally nailing it is something that continues to drive her today. Drawn to Base for its conceptual and strategy-driven approach, she joins our ranks as a graphic designer, bringing a passion for storytelling and world-building into her craft. And on the occasional evening, you can find her mixing Detroit 80’s house music as an amateur DJ. For Haruka, every project is an opportunity to choreograph a visual performance—one that, much like dance and music, relies on precision, rhythm, and the pursuit of capturing just the right beat to convey meaning.

Curls, consistency, and California.
Put simply, Pasadena-native Caroline is in every way “very much a Californian” – at least that’s how she sees it. From a young age, she leaned into her textbook ‘Type A’ tendencies: neat as a pin, impeccably organized, and always on top of things. This love for structure and precision naturally led to her passion for baking. There’s something about the chemistry-like balance of flour, sugar, and leavening that resonates with her meticulous nature — just try her olive oil cake with brown buttercream frosting, and you’ll understand why. Caroline’s journey with Base began as a Business Development intern, and she now officially joins the team as our Growth Coordinator and Studio Manager in NYC. Specializing in cross-team navigation and top-tier organization, she seamlessly bridges the gap between BD and Comms, keeping everything running smoothly with a well-measured (no pun intended) touch.

From luxury watch marketing to designer and typographer at Base, Elsa’s journey has always been driven by creativity. Born and raised in Geneva, a city rich in culture and surrounded by nature, she grew up in a family of artistic minds – an art teacher mother, a jewelry designer brother, and a grandfather whose love for typography would later spark her own. A CD filled with his calligraphic and typographic designs – an inheritance that became a turning point, led her to Paris where she integrated these new learnings into her background in graphic design and branding. Elsa approaches design with a tangential perspective, always looking for fresh angles. At Base, she finds the perfect balance between branding and typography, embracing organic contrasts beyond the rigid Swiss tradition. A natural problem-solver and team player, she finds inspiration everywhere – always curious, always exploring.

As a kid, Jack was constantly exploring – always asking questions, always moving. He grew up wandering the medieval streets of Bruges, curious about everything from Jan van Eyck’s 15th-century masterpieces to complex football strategies. What started as a childhood fascination with stories – told through early Flemish paintings or David Lynch films – evolved into a lifelong passion for culture in all its forms. One question has stuck with him over the years: How do ideas become something tangible? This curiosity has driven a career spanning film production, art licensing, and representing fashion photographers, as Jack thrives at the intersection of creativity and structure. Now, as a project manager at Base Brussels, he channels his "constructive chaos” energy into keeping teams aligned and ideas on track.

Jack is a self-confessed culture sponge, constantly absorbing inspiration from books, galleries, films, and music. He’s one of those people who’s impossible to pin down – in the best possible way. On weekends, you’ll likely find him running through the forest, wandering a museum, or deep in conversation with friends because for him, nothing beats real connection. His hidden superpower? He says it’s getting away with anything – but really, it’s his ability to find clarity in the chaos.

Next-gen and enthusiastic, Wu Tong is a big-city girl at heart who moved from Singapore to NYC to study Communication Design at Parsons. To her, cultural diversity in the Big Apple is more than just a buzzword – it’s a way of life. Raised in a family deeply committed to tradition, she found even greater meaning in preserving culture when she moved to New York alone, believing it can only survive through active practice and preservation. In NYC, she is a force of energy – constantly moving, growing, and learning. This mindset led her to BaseNYC, beginning as an intern, only to realize that the studio’s designs matched the ones she once saved for inspiration. Introduced to Risograph printing early in her design career, she finally explored it hands-on at Parsons and now prints independently for her collective. For curious newcomers, Riso inks are soy-based, and the stencils (or masters) are made from thermal rice paper. Passionate about analog processes, she loves working with her hands and experimenting with physicality whenever possible – because, to her, #PrintIsNotDead. Beyond design, she finds joy in time with friends, mastering work-life balance, unwinding with her cat, and always chasing new adventures.

Lou is a collector of moments, small details, and beautiful things. She grew up the eldest of four in a quiet, multicultural town tucked away in southern Belgium – a place where life seemed simple on the surface, but revealed unexpected richness the closer you looked. Summers in Tuscany sparked her early curiosity – long days spent reading by the pool, wandering through old museums, and noticing the details others might miss. Over time, this quiet curiosity grew into a quiet obsession: varied cigarette packaging from around the world, odd little banana stickers, and snapshots of quirky license plates now form her personal archive.

At Base, Lou brings that same thoughtful eye to her role, quietly shaping an environment where creativity can flourish. She’s not one for the spotlight but her presence is felt in the calm she brings and the connections she nurtures. Modest, observant, and endlessly curious, Lou sees culture not just in grand gestures but in the smallest moments of everyday life. It’s a way of being present, of noticing, of collecting little fragments that make life richer.

Armed with a photography degree and an eye for style, Brigette thought she had found her path – until designing publications for her own work sparked a deeper passion for design. As the world shifted during COVID, she leaned into it, building a new creative foundation focused on brand and digital design. Over the next five years, Brigette honed her skills across brand identity, art direction, and digital platforms – developing a reputation for combining strategic thinking with strong visual storytelling. At Base, she brings a sharp eye for crafting ideas that move fluidly across brand worlds, from motion and digital experiences to print and campaign work.

Louis’ path to motion design started with a spark: the bold posters of music events and the visual spectacle of films like The Day After Tomorrow (an apocalyptic blockbuster that captivated him not just with its storyline, but with its wild VFX). Raised between Lausanne and Geneva in a Swiss-Italian-American household, he grew up immersed in images and stories from different cultures. Early on, he was drawn to the power of visual communication: how it could make people feel, imagine, connect.

Graphic design gave Louis the structure to tell those stories. Motion gave them rhythm. Today at Base, he brings the two together – pairing structure with flow, meaning with movement. His work turns ideas into visual experiences that unfold in time, shaped by detail, depth, and energy. Outside of work, that rhythm continues. Louis co-runs a record store in Lausanne, curating sounds with the same care he gives to every keyframe. Whether in motion or music, he’s always chasing the next beat.

Tricia’s path to project management began with stories. First as a journalism design student at The New School, then as a producer in newsrooms and nonprofits, telling stories, shaping narratives, and quietly keeping everything on track.

Raised in a Vietnamese family between California and the Midwest, she grew up independent, observant, and always organizing something – whether it was a school event or a video shoot. Agency life came later, after years on the client side, bringing her sharp instincts and steady presence to creative teams.

At Base, she brings it all together: her calm, her clarity, her people sense. She has a quiet knack for holding complexity, reading the room, and making things move. Off the clock, she contributes to a podcast telling Vietnamese Boat People’s stories and enjoys shooting street photography on her dad’s old Minolta.

Possessing a truly global perspective, Chi-An brings a rich multicultural background: fluency in four languages and experience living across five countries. He launched his career in advertising before founding Rice (now BaseSGN) in 2011. Today, as Partner & CEO at BaseSGN, he spearheads business growth and development, applying the same strategic thinking honed through his passion for chess. Beyond his corporate endeavors, Chi-An is an avid sports enthusiast, particularly passionate about motorsports, a passion that led him to establish Vietnam's first multi-level indoor racing track.

Mark is a graphic designer based in Ho Chi Minh City, originally from Toronto. Shy, humble, and competitive growing up, he started out sketching superheroes in middle school – an early spark that showed him he could make a living doing what he loved. With over a decade of global experience, Mark joined BaseSGN as a Design Director, specializing in crafting brand identities, packaging, and communication design that feel both strategic and evocative.

What excites Mark most is creating moments of happiness, whether fleeting or lasting. Outside of work, he’s passionate about sports (except the ones he already found out he's not good at) and recently, pilates. To him, culture is the softer side of humanity – our shared emotions, expressions, and achievements that connect us across people and places.

Joshua uses design to make meaning move. He believes bold, unifying ideas can bridge cultures, spark connection, and drive positive change.
He’s drawn to work that lives in the middle – between art and strategy, intuition and intent – where pop meets purpose. His process is shaped by cultural diversity, collaboration, and a deep love of discovery. To him, storytelling and world-building aren’t trends; they’re tools for shaping tomorrow.

An entrepreneur at heart, Joshua co-founded Rice with Chí-An in 2011: building lasting relationships with brands he believes in, helping them grow across cultures and make ideas travel. That spirit now lives on as BaseSGN, where Joshua leads as Partner & Executive Creative Director. He leads with curiosity and care, challenging what’s expected to build what lasts: creative, connected, and made for better futures.

Before technology found him, Hậu’s world was only around the central of Vietnam, a place distant from modern tech, until his first smartphone opened a new world: jailbreaks, custom fonts, and, yes, a moment when Comic Sans felt “cool.” It was a time of Frutiger Aero and hyper-personalized digital aesthetics, when people approached technology with curiosity and a need to make it theirs.

That early intimacy with design shaped Hậu’s belief that aesthetics are inseparable from personal voice. Tumblr soon pulled him deeper and confirmed his path toward graphic design. Since then, he’s worked across industries – from record labels to tech companies to casinos – always chasing unexpected connections. Today, at BaseSGN Hậu builds and shapes his own visual worlds as a way to explore what it means to be human – still guided by the same instinct to notice and question that first drew him in.

Mỹ-Tiên grew up in Hồ Chí Minh City a place that never stands still. Quiet and observant, she found comfort in words and numbers filling notebooks with careful notes that mirrored how she made sense of the world. That instinct for structure led her to accounting.

At BaseSGN, she brings more than financial clarity – she brings calm, care, and a quiet superpower: noticing what others overlook and turning it into something useful. She was drawn to BaseSGN for its openness – the space to learn from many voices – and stays for the people: genuine, supportive, and always reminding her she’s not in it alone.

Outside the spreadsheets, you’ll find her behind a camera. Still observing, still capturing the world with quiet attention.

Rooted in Quảng Nam (now Đà Nẵng City), Tram graduated from the University of Finance and Accountancy and has built her career in taxes, banking, and auditing before joining BaseSGN.

As General Accountant, she manages accounting data and prepares financial reports, helping to keep BaseSGN’s operations clear and on track. Tram values the responsibility of seeing the whole accounting process through and takes pride in work that supports the studio’s future planning.

Outside of work, she enjoys reading, cooking, traveling, and spending time with family and friends. Cooking, in particular, brings her joy and a sense of balance in her daily life.

Trúc is a humble graphic designer based in vibrant Ho Chi Minh City, originally from Long Xuyên. Since her university days, she’s been drawn to culture fascinated by heritage, stories, and the emotions they carry. Through design, she strives to honour those stories, weaving thoughtful narratives into every project.

At BaseSGN, she brings sensitivity, sincerity, and a quiet determination to get to the heart of things. Though a little shy and easily scared, Trúc never lets fear stop her from asking questions or learning something new. To her, knowledge is a landscape of high mountains and deep ponds – challenging, but endlessly worth exploring.

She’s also a proud dog mom, doing everything she can to keep her furry babies happy.

Ange Linh’s path to filmmaking began with design. Growing up in France, she was drawn first to the world of graphic design, she soon discovered her love for images in motion – the way rhythm, cuts, and movement could shape emotion. That passion led her to Gobelins in Paris, where she specialized in Motion Design, and later to French production agencies and the Kourtrajmé school, where she refined her skills in editing and directing. Each step deepened her eye for storytelling, and the belief that visuals can carry both beauty and meaning.

In 2023, she moved to Vietnam to reconnect with her roots and expand her creative horizons. As Head of Film and Motion at BaseSGN, she brings together everything she’s learned – her design sensibility, her motion craft, her filmmaker’s curiosity – to create videos that resonate across cultures. Off set, she’s always observing, always collecting fragments of life and turning them into stories, because for her, film is as much about capturing moments as it is about making them last.

Came from the bustling capital of Vietnam, Duy then studied at the University of Applied Arts and Sciences in Hannover, Germany, and later moved to Ho Chi Minh City in 2023 to join Rice (now BaseSGN) as a senior designer.

Growing up, he was always asking “why” – questioning both the world around him and within himself. He learned early on to approach life with empathy and purpose. Proudly queer, Duy sees identity as something fluid – like culture itself – always evolving and best preserved through transformation. At BaseSGN, he thrives on the variety of projects, the joy of collaboration, and the unexpected outcomes that emerge when people create together.

Outside of design, Duy loves doing podcasts or showing off his unusual talent: clapping with one hand.

Thủy’s childhood took her across Vietnam, teaching her the art of adapting and the joy of connecting with people from all walks of life. Thoughtful by nature, she discovered early on a passion for building spaces where people can grow, belong, and thrive together.

As HR Admin Manager at BaseSGN, she does more than manage processes – she orchestrates the human side of work. Balancing structure with empathy, she finds common ground and turns everyday moments into opportunities for the team to shine.

Curious and restless, Thủy is just as likely to be trekking, dancing, or freediving as she is guiding a team at work. Whatever the context, she brings the same spirit of discovery: helping shape an environment where creativity and people can flourish.

Personal growth has always been at the heart of everything Jessie does – a value instilled early and carried through every step since.

She joined the studio in 2021 as Store Manager and has since grown into her current role as Operations Manager at BaseSGN. Working across teams, Jessie strengthens internal systems and fine-tunes the everyday structures that keep the studio running smoothly.

Outside the studio, she finds balance in quieter joys: drawing, crocheting, and simply enjoying time to herself. An introvert at heart, Jessie embraces stillness the same way she approaches growth: with patience, curiosity, and care.

Khanh Nguyen is a strategist at BaseSGN, shaped by a life lived between coasts in the U.S. After graduating from Emerson College in Boston, she moved to Los Angeles, where she worked across the film industry – from writers’ rooms to experiential activations. What began as a love of cinema grew into a fascination with narrative itself: how stories move people, and how brands can, too.

At BaseSGN, Khanh’s path evolved from project management to strategy: a shift born from curiosity and a desire to understand what drives clients forward. Today, she combines analytical rigor with cultural sensitivity to help brands articulate not just what they do, but why it matters.

Outside the studio, she’s an avid observer of film and food, sharing thoughtful reviews on Letterboxd and Beli. Her latest mission: making Beli "fetch" in Saigon.

Minh-Anh Nguyen is a Vietnamese-American designer guided by observation and curiosity. Born in Seattle but shaped by New York – where she arrived with no plans or connections – she learned to navigate the unfamiliar through attention, intuition, and an eye for what often goes unnoticed.

After nearly five years designing data-driven graphics at Bloomberg Businessweek, her urge to see from new angles led her to Vietnam in 2024, where she joined Rice – now BaseSGN – as a Senior Designer. Her work helps brands articulate who they are and build worlds that feel honest and alive.

Outside design, Minh-Anh has danced since childhood. These days, she practices street dance and occasionally organizes community events – spaces where movement, music, and connection meet.

Thương began her career as a printing technology engineer – a start that gave her both a sharp technical mind and a maker’s instinct.

She’s the proud introvert who channels her inner extrovert to connect with suppliers, collaborate with designers, and keep projects moving with curiosity (and, yes, a liiiiiiittle bit of OCD).

When it comes to structural and product design, Thương blends creativity with precision, always pushing to make things smarter, sharper, better. Years of experimentation have filled her toolbox with techniques and tricks she uses not to say “no,” but to find the one way to say “how.”

Tiến is a German-Vietnamese graphic designer who spent most of his life in Berlin before relocating to Ho Chi Minh City. As the child of hardworking immigrants, he naturally followed the dream every Vietnamese parent has for their kid: becoming a creative.

He first studied art history and worked as an artist liaison and communications manager in some of Germany’s leading galleries – until he got restless and pivoted into design. For over a decade, he helped create visual identities and campaigns for museums, theaters, and cultural institutions, always with a love for print, editorial, and spatial work grounded in typographic experimentation. In his role as Design Director at BaseSGN, Tien focuses on leading and mentoring the design team and the wider studio.

Always curious for the “other,” Tien loves to reference niche pop culture, geek out over indie video games, and go on questionable culinary adventures.

Y-Vân brings an international perspective to BaseSGN, shaped by years of working across Europe before relocating to Ho Chi Minh City. She sees her background not as baggage but as a tool: something that helps her move fluidly between cultures, projects, and people.
As a Project Manager, she balances expectations, manages timelines, and fosters the kind of open dialogue where client goals and team expertise meet seamlessly. Her approach is dynamic, her commitment steady, and her craft always rooted in respect – for the work, the team, and the people she collaborates with.
A believer in growth without limits, Y-Vân constantly seeks challenges that push her beyond her comfort zone. Travel is one of her greatest sources of fuel: it feeds her curiosity, broadens her perspective, and deepens her understanding of people and cultures.

Hồng’s early years were in Northern Vietnam, but Ho Chi Minh City has been home since she was three. Numbers have been her language for more than twenty years, across industries and boardrooms, until she landed at BaseSGN at the tail end of the pandemic – right in the middle of change, chaos, and possibility.

As Head of Finance & Accounting, she does more than balance budgets. She builds trust, clears the fog, and makes collaboration feel less like a headache and more like progress. Her calm presence is the kind that steadies a room, even when the spreadsheets don’t.

Outside the office, Hồng switches gears: gardening gloves, handmade projects, or testing new recipes on her family (willingly or not). She’s proof that finance doesn’t have to be dry. It can be thoughtful, human, and even a little bit fun.

With a background spanning advertising, motion design, and arts & crafts, Hiếu Võ draws from a diverse set of experiences to bring fresh perspectives to his work.

As a senior designer at BaseSGN, he blends his fascination with new technologies and his knack for storytelling to create visuals that not only turn heads but also carry weight. He has a habit of digging into the narratives behind images, making sure his designs feel purposeful and memorable.

Outside of work, you’ll likely find him over a chessboard – still plotting moves, just in a quieter arena.

Seb grew up in Antwerp. A city where heritage meets creative energy. Restless and curious, he was the kind of kid who built, drew, and dismantled things just to see how they worked. That instinct to explore and understand still drives him today.

As a managing director at BaseSGN, Seb helps shape an environment where creativity and collaboration thrive. He works in the space between structure and freedom, turning clarity into possibility. For him, design is a way to connect: between people, ideas, and the systems that hold them together.
Outside the studio, Seb stays in motion. He races, tinkers with engines, and experiments with new ideas alongside his daughter – always chasing the details that make things move.

For over a decade, Anna has been the steady hand behind Rice’s production driven by precision, care, and a belief that ideas deserve to be made real. From a single chocolate wrapper to a national uniform system, she treats every project with the same respect: make it well, or don’t make it at all.

Her instinct for making runs deep. Her father built, crafted, and created – always turning ideas into something tangible. Growing up in that spirit of creation shaped how Anna sees production: not as logistics, but as the moment vision takes form.

As Production Director at BaseSGN, she’s brought to life everything from monumental art installations to exquisitely printed packaging to multi-day conferences. Calm in her leadership, sharp in her eye, she connects people, timelines, and ideas – so what leaves the studio doesn’t just work, it resonates.

Known affectionately as “Thương Admin”, Thương is a Studio Assistant with endless enthusiasm for helping out. She thrives on making sure things run smoothly and is often the first to step in when someone needs a hand.

Along the way, she’s developed a quirky talent for finding things – though not always on the first try. Lost, misplaced, or simply hard to track down, Thương is the one who won’t stop until it’s solved (just like the everyday puzzles at the studio).

That mix of reliability, humor, and care makes her the kind of teammate everyone is glad to have around.

The thing about Khổng Linh is that you can tell her literally anything and she will turn wide-eyed with excitement. With a background in communications and an almost unhealthy obsession with making sense of the world, naturally, Khổng Linh found her way into strategy. Before landing as Brand Strategist at BaseSGN, Khổng dabbled in all sorts of things: writing for queer organizations, podcasting on both sides of the mic, debating (and organizing it), and essay writing (somehow got published, too).

Her favorite film duo is Whiplash x Sound of Metal, which she thinks speaks volumes about the kind of person that she is. Khổng Linh is also a part-time baker and an avid cat lover.

As an Account Manager at BaseSGN, Vy helps brands find clarity in the beautiful chaos of creative work. Over the past eight years, she’s learned that great partnerships are a lot like good puff pastry, built with patience, layers, and just enough pressure to rise.

Before joining Base, she managed strategic retainers at leading creative agencies, translating complex briefs into ideas that make both clients and creatives proud.

Outside the studio, Vy splits her time between baking and running: two pursuits that balance precision with endurance. It’s the same mix she brings to her work: steady, thoughtful, and quietly unstoppable.

Adriana grew up between many places – London, Greece, New York, repeat – which might explain her lifelong skill of quietly scanning a room before deciding what it needs. After studying art history, architecture, and a dash of theology in Dublin (a mix that makes perfect sense once you see how she thinks), she started her career in contemporary art, expanded into interior design, and ultimately found her place in strategy: the midpoint between theory, visual culture, and her instinct for understanding what makes people tick.

As a Strategy Director at BaseNYC, she brings that balance into every project. The person who can spot the real problem hiding under the polite one, and translate a client’s early instincts into something sharp, grounded, and actionable. She dives into new industries with the enthusiasm of someone opening a fresh browser tab (and eventually 47 more). Off the clock, she wanders cities, discovering restaurants, bookshops, and galleries to add to her ever-expanding Google Maps recommendations.

Stella always thought she’d be a designer. But somewhere between studying design at RMIT and working in marketing for a not-for-profit, she realised what drove her passion for design projects.The magic wasn’t in the layouts or fonts, it was in the problem-solving. She loved the conversations, the puzzle of making creative work happen, and the satisfaction of looking back with that “we did it” feeling. So she crossed the line from design to project management and never looked back.

As a Project Manager at BaseMEL, Stella is the steady centre of a project: curious, clear-headed, and genuinely invested from kickoff to delivery. She cares about the process, the people, and the story each piece of work becomes. For her, project management isn’t just about organisation or planning; it’s an opportunity to cultivate teamwork and dedicate the care required to bring great work to life. She brings that same drive and curiosity to her life outside the studio, whether it is her pursuit of the perfect chocolate-chip cookie recipe or planning her next travel destination.

Mariana grew up in Tijuana, where the Mexico–US border is less a line on a map than a part of everyday life. Moving between languages, cultures and viewpoints was simply second nature. Learning to navigate those shifts early on shaped the way she approaches design today: curious about how different perspectives meet, overlap and make sense together.

A quiet kid who preferred drawing and thinking things through, she was equally drawn to logic. Math made sense to her early on, and that instinct for problem-solving eventually found its way into design. After studying communications and digital media in Mexico, she moved to Barcelona to complete a Master’s in Beyond Branding at Elisava, where her interest in digital solidified into a craft. As a Digital Designer at BaseNYC, she focuses on building thoughtful digital experiences, exploring how information, interaction and visual systems come together to shape spaces people move through online.

Outside the studio, Mariana reads feminist theory, works with clay, bakes, and spends time with her dog, Bread (a name that says a lot). She enjoys the quiet satisfaction of making things come together, whether it’s a system, a screen, or something fresh out of the oven.

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Lorena’s path to becoming Associate Design Director at BaseNYC starts far from New York – in a tiny Spanish town where she grew up surrounded by rivers, plants, and her grandparents’ garden. Life was slow, food was everything, and curiosity was her default setting.

Design wasn’t a childhood dream; it found her in a school class called “image and expression,” where things finally clicked. She realized designers aren’t decorators but translators of thought – a discovery that carried her to Barcelona for a master’s, then kept her there for ten years, building a life and a practice before New York started calling.

At BaseNYC, Lorena brings that same steady drive: researching deeply, designing generously, presenting bravely, and learning at full speed. Outside the studio, she moves: cooking, dancing, and organizing her life with to-do lists that somehow keep expanding. Her superpower? Once she commits, she follows through – joyfully, stubbornly, without losing the thread.

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Anaïs sees the world as a set of parts waiting to connect. Give her a team, a plan, or a rough idea, and she’ll instinctively organize the whole. Raised in Brussels, she grew up in a creative environment, influenced in part by a father working in advertising. While he drew, she preferred taking things apart and rebuilding them, learning early on that understanding how something works is the first step to making it better. That instinct carried her through advertising studies at Saint-Luc, into design and consulting, and toward the space where creativity meets structure. Project management simply felt like the natural fit.

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