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
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.
