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
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.
