About
Base New York
is where brands become worlds
Based in a townhouse in historic downtown Manhattan, the studio works with ambitious clients who aspire to create daring, boundary-pushing work — from household brands like Apple and Visa to leading cultural institutions such as MoMA, the Studio Museum in Harlem, MFA Boston, the Prince Estate, and the Rock & Roll Hall of Fame — while shaping edgy New York-centric brands including Milk and 12 Matcha. At BaseNYC, “world-building” means bringing strategy, identity, digital, marketing, and physical experience into one cohesive system designed to drive engagement, treating creative ambition, business impact, cultural relevance, and execution as a single shared equation. The studio is led by the complementary trio of creative & strategic mastermind Min Lew, business strategist Geoff Cook, and technology guru Mirek Nisenbaum.
Meet the basers
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.
