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
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.
