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
Wu Tong’s work moves between the digital and the physical, with a soft spot for anything she can touch, test and get slightly wrong on purpose. She’s drawn to how culture shapes the way we see, and how design can bring ideas, people and perspectives into the same room. That pull took her from Singapore to New York, and into Communication Design at Parsons.
She joined BaseNYC as an intern and soon found herself working next to the very projects she used to save for inspiration. Today, she brings an open mind and a careful eye to branding, digital design and creative development. Outside the studio, she hops from one craft to the next. First it was Risograph printing, now it’s knitting, and next, every other way there is to make something by hand. In between, she climbs, reads and cooks up something soupy. Then she unwinds with her cat Huey, or heads out with friends to find a corner of the city she hasn’t explored yet.
