About

Possessing a truly global perspective, Chi-An brings a rich multicultural background: fluency in four languages and experience living across five countries. He launched his career in advertising before founding Rice (now BaseSGN) in 2011. Today, as Partner & CEO at BaseSGN, he spearheads business growth and development, applying the same strategic thinking honed through his passion for chess. Beyond his corporate endeavors, Chi-An is an avid sports enthusiast, particularly passionate about motorsports, a passion that led him to establish Vietnam's first multi-level indoor racing track.

Mark is a graphic designer based in Ho Chi Minh City, originally from Toronto. Shy, humble, and competitive growing up, he started out sketching superheroes in middle school – an early spark that showed him he could make a living doing what he loved. With over a decade of global experience, Mark joined BaseSGN as a Design Director, specializing in crafting brand identities, packaging, and communication design that feel both strategic and evocative.

What excites Mark most is creating moments of happiness, whether fleeting or lasting. Outside of work, he’s passionate about sports (except the ones he already found out he's not good at) and recently, pilates. To him, culture is the softer side of humanity – our shared emotions, expressions, and achievements that connect us across people and places.

Joshua uses design to make meaning move. He believes bold, unifying ideas can bridge cultures, spark connection, and drive positive change.
He’s drawn to work that lives in the middle – between art and strategy, intuition and intent – where pop meets purpose. His process is shaped by cultural diversity, collaboration, and a deep love of discovery. To him, storytelling and world-building aren’t trends; they’re tools for shaping tomorrow.

An entrepreneur at heart, Joshua co-founded Rice with Chí-An in 2011: building lasting relationships with brands he believes in, helping them grow across cultures and make ideas travel. That spirit now lives on as BaseSGN, where Joshua leads as Partner & Executive Creative Director. He leads with curiosity and care, challenging what’s expected to build what lasts: creative, connected, and made for better futures.

Mỹ-Tiên grew up in Hồ Chí Minh City a place that never stands still. Quiet and observant, she found comfort in words and numbers filling notebooks with careful notes that mirrored how she made sense of the world. That instinct for structure led her to accounting.

At BaseSGN, she brings more than financial clarity – she brings calm, care, and a quiet superpower: noticing what others overlook and turning it into something useful. She was drawn to BaseSGN for its openness – the space to learn from many voices – and stays for the people: genuine, supportive, and always reminding her she’s not in it alone.

Outside the spreadsheets, you’ll find her behind a camera. Still observing, still capturing the world with quiet attention.

Rooted in Quảng Nam (now Đà Nẵng City), Tram graduated from the University of Finance and Accountancy and has built her career in taxes, banking, and auditing before joining BaseSGN.

As General Accountant, she manages accounting data and prepares financial reports, helping to keep BaseSGN’s operations clear and on track. Tram values the responsibility of seeing the whole accounting process through and takes pride in work that supports the studio’s future planning.

Outside of work, she enjoys reading, cooking, traveling, and spending time with family and friends. Cooking, in particular, brings her joy and a sense of balance in her daily life.

Ange Linh’s path to filmmaking began with design. Growing up in France, she was drawn first to the world of graphic design, she soon discovered her love for images in motion – the way rhythm, cuts, and movement could shape emotion. That passion led her to Gobelins in Paris, where she specialized in Motion Design, and later to French production agencies and the Kourtrajmé school, where she refined her skills in editing and directing. Each step deepened her eye for storytelling, and the belief that visuals can carry both beauty and meaning.

In 2023, she moved to Vietnam to reconnect with her roots and expand her creative horizons. As Head of Film and Motion at BaseSGN, she brings together everything she’s learned – her design sensibility, her motion craft, her filmmaker’s curiosity – to create videos that resonate across cultures. Off set, she’s always observing, always collecting fragments of life and turning them into stories, because for her, film is as much about capturing moments as it is about making them last.

Thủy’s childhood took her across Vietnam, teaching her the art of adapting and the joy of connecting with people from all walks of life. Thoughtful by nature, she discovered early on a passion for building spaces where people can grow, belong, and thrive together.

As HR Admin Manager at BaseSGN, she does more than manage processes – she orchestrates the human side of work. Balancing structure with empathy, she finds common ground and turns everyday moments into opportunities for the team to shine.

Curious and restless, Thủy is just as likely to be trekking, dancing, or freediving as she is guiding a team at work. Whatever the context, she brings the same spirit of discovery: helping shape an environment where creativity and people can flourish.

Personal growth has always been at the heart of everything Jessie does – a value instilled early and carried through every step since.

She joined the studio in 2021 as Store Manager and has since grown into her current role as Operations Manager at BaseSGN. Working across teams, Jessie strengthens internal systems and fine-tunes the everyday structures that keep the studio running smoothly.

Outside the studio, she finds balance in quieter joys: drawing, crocheting, and simply enjoying time to herself. An introvert at heart, Jessie embraces stillness the same way she approaches growth: with patience, curiosity, and care.

Khanh Nguyen is a strategist at BaseSGN, shaped by a life lived between coasts in the U.S. After graduating from Emerson College in Boston, she moved to Los Angeles, where she worked across the film industry – from writers’ rooms to experiential activations. What began as a love of cinema grew into a fascination with narrative itself: how stories move people, and how brands can, too.

At BaseSGN, Khanh’s path evolved from project management to strategy: a shift born from curiosity and a desire to understand what drives clients forward. Today, she combines analytical rigor with cultural sensitivity to help brands articulate not just what they do, but why it matters.

Outside the studio, she’s an avid observer of film and food, sharing thoughtful reviews on Letterboxd and Beli. Her latest mission: making Beli "fetch" in Saigon.

Minh-Anh Nguyen is a Vietnamese-American designer guided by observation and curiosity. Born in Seattle but shaped by New York – where she arrived with no plans or connections – she learned to navigate the unfamiliar through attention, intuition, and an eye for what often goes unnoticed.

After nearly five years designing data-driven graphics at Bloomberg Businessweek, her urge to see from new angles led her to Vietnam in 2024, where she joined Rice – now BaseSGN – as a Senior Designer. Her work helps brands articulate who they are and build worlds that feel honest and alive.

Outside design, Minh-Anh has danced since childhood. These days, she practices street dance and occasionally organizes community events – spaces where movement, music, and connection meet.

Thương began her career as a printing technology engineer – a start that gave her both a sharp technical mind and a maker’s instinct.

She’s the proud introvert who channels her inner extrovert to connect with suppliers, collaborate with designers, and keep projects moving with curiosity (and, yes, a liiiiiiittle bit of OCD).

When it comes to structural and product design, Thương blends creativity with precision, always pushing to make things smarter, sharper, better. Years of experimentation have filled her toolbox with techniques and tricks she uses not to say “no,” but to find the one way to say “how.”

Tiến is a German-Vietnamese graphic designer who spent most of his life in Berlin before relocating to Ho Chi Minh City. As the child of hardworking immigrants, he naturally followed the dream every Vietnamese parent has for their kid: becoming a creative.

He first studied art history and worked as an artist liaison and communications manager in some of Germany’s leading galleries – until he got restless and pivoted into design. For over a decade, he helped create visual identities and campaigns for museums, theaters, and cultural institutions, always with a love for print, editorial, and spatial work grounded in typographic experimentation. In his role as Design Director at BaseSGN, Tien focuses on leading and mentoring the design team and the wider studio.

Always curious for the “other,” Tien loves to reference niche pop culture, geek out over indie video games, and go on questionable culinary adventures.

Y-Vân brings an international perspective to BaseSGN, shaped by years of working across Europe before relocating to Ho Chi Minh City. She sees her background not as baggage but as a tool: something that helps her move fluidly between cultures, projects, and people.
As a Project Manager, she balances expectations, manages timelines, and fosters the kind of open dialogue where client goals and team expertise meet seamlessly. Her approach is dynamic, her commitment steady, and her craft always rooted in respect – for the work, the team, and the people she collaborates with.
A believer in growth without limits, Y-Vân constantly seeks challenges that push her beyond her comfort zone. Travel is one of her greatest sources of fuel: it feeds her curiosity, broadens her perspective, and deepens her understanding of people and cultures.

Seb grew up in Antwerp. A city where heritage meets creative energy. Restless and curious, he was the kind of kid who built, drew, and dismantled things just to see how they worked. That instinct to explore and understand still drives him today.

As a managing director at BaseSGN, Seb helps shape an environment where creativity and collaboration thrive. He works in the space between structure and freedom, turning clarity into possibility. For him, design is a way to connect: between people, ideas, and the systems that hold them together.
Outside the studio, Seb stays in motion. He races, tinkers with engines, and experiments with new ideas alongside his daughter – always chasing the details that make things move.

For over a decade, Anna has been the steady hand behind Rice’s production driven by precision, care, and a belief that ideas deserve to be made real. From a single chocolate wrapper to a national uniform system, she treats every project with the same respect: make it well, or don’t make it at all.

Her instinct for making runs deep. Her father built, crafted, and created – always turning ideas into something tangible. Growing up in that spirit of creation shaped how Anna sees production: not as logistics, but as the moment vision takes form.

As Production Director at BaseSGN, she’s brought to life everything from monumental art installations to exquisitely printed packaging to multi-day conferences. Calm in her leadership, sharp in her eye, she connects people, timelines, and ideas – so what leaves the studio doesn’t just work, it resonates.

Born and raised in Hanoï, Thanh Mai is a curious spirit who learned early to notice what everyone else walked past. A self-taught strategist, she once started an arts-and-crafts afternoon to get her cousins off their phones. And the strategy paid. It has since turned into a regular workshop for her younger cousins, and a few neighbourhood kids who share that same sense of wonder.

After studying and working in finance, she found her intuition pushing her out of corporate life and into Marou. There she encountered BaseSGN, and through it the world of branding. It wasn't long before she followed it in.

As Junior Strategist at BaseSGN, she now leans on her legendary wonder and insatiable curiosity to show people a new way of seeing what's already in front of them. Off the clock, she makes stop-motion from leaves she catches midair. Still noticing what everyone else walks past.

Nhi grew up in Nha Trang, a coastal city known for its beaches and its seafood, which set her love of good food early. Energetic and bubbly, she is quick to make friends and quicker to try something new, especially when it comes in edible form.

Arts and crafts was her favorite subject in school, but that appetite for manual work quickly found an unlikely partner in numbers. She studied Finance and Banking in Ho Chi Minh City, worked as an accountant across manufacturing and retail, and learned how the books hold a business together. In April 2026 she brought that to BaseSGN's accounting team, where she likes the details, the order, and the novelty that shows up most days.

Both her nerdy and crafty sides meet after hours in simple things: a good meal, a finished project, a coloring session, and sometimes crochet. Small counted stitches, patient and precise, that add up to something. The accountant and the maker both approve.

Lewis first found design through K-pop album art, and he has been writing code since middle school. For years the two developed side by side. Now code is part of how he thinks, experiments, and designs.

Raised in a small seaside town in the Mekong Delta, Lewis was drawn to BaseSGN for its roots running deep in Vietnamese culture. The Marou work made that connection feel close to home: the cacao is sourced from a province next to his own.

His mix of technical fluency and visual curiosity lets him move between code and craft, using both to test ideas and give them form. At BaseSGN he works across 3D, motion, and type, with a particular pull toward 3D and letterforms. Around the studio he is the playful teammate who also says what needs to be said honestly. Off the clock, his eyes are on the sky, chasing a dark-sky site for a cleaner shot at the stars.

Mai grew up in Cam Ranh, on Vietnam's south central coast in Khánh Hòa Province, close enough to the sea to hear the waves from home. The calm of it stayed with her, which she still seeks out at dawn, up before the city finds its noise.

She was a curious child who asked how everything worked, and an orderly one who needed her days neat and her things in their place. As Studio Assistant at BaseSGN, she runs both instincts at once. She supports every team and clears their path so each one can focus on what it does best. Much of what she does happens quietly, and its effect is everywhere.

Off the clock she bakes, mostly from videos, and Paparoti is one of her favourites to make. She never tires of arranging flowers, a habit picked up watching her mother. Or maybe it was always in the name: Mai, a flower she grew into.