Base

About

One network. Five studios. A company of cultures. We turn cultural collisions into clarity — and clarity into brands that endure.
We thrive on difference. Each studio speaks with its own voice, built on a shared methodology. The conversation between them keeps us evolving; a network that learns from itself.
Every brand is a culture. We get to what makes it real, then give it form with honesty and personality. Less decoration, more meaning.
Markets shift. Technology moves fast. Culture keeps rewriting the rules. So we design brands as living systems: resilient, adaptive, built to remain iconic.
You work directly with the makers—strategists, designers, technologists. No middle layers. With Base Digital, our AI and tech team, we fuse invention and craft to keep brands sharp for what’s next.
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Base Melbourne
is where complexity becomes clarity

333 Lennox St Richmond VIC 3121
+61 3 9427 0125

Built on the belief that the best work happens when rigorous strategic thinking and commercial craft share the same table, the studio is led by Daniel Peterson and Caroline Cox with a tight-knit multidisciplinary team. Deep experience across cultural institutions, commercial organizations and complex creative briefs meets global creative direction rooted in fashion, beauty and luxury, with campaign thinking most brand studios won't touch. The studio steps in before the question is formed: comfortable with briefs that are undefined, politically layered, commercially ambiguous, or technically uncharted. The work reflects it: a long-term strategic and creative partnership with AGSA, brand building for Mecca (Kit) and Abel, and the strategic and spatial repositioning of Printemps for the US market. Working from the antipodes with a global aperture.

Meet the basers

Caroline CoxPartner & Creative DirectorMelbourne
Thomas TkatchenkoDeveloperMelbourne
Daniel PetersonPartner & Creative DirectorMelbourne
Tal LevinSenior DesignerMelbourne
Rachel ChewSenior Designer & Art DirectorMelbourne
Samuel BourkeAccount DirectorMelbourne
Brigette CantarellaDesignerMelbourne

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.

Stella FryAccount ManagerMelbourne