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.

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.

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.

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.

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.

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.

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.

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.

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.