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
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.
