About

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.