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
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.
