About
Base Saigon
is where Vietnamese brands learn to travel
Founded as Rice by Chí-An De Leo and Joshua Breidenbach in Ho Chi Minh City in 2011, before the market was ready and before the rules were written, Base Saigon was built on the belief that design and storytelling can help Vietnamese brands define themselves and move through the world. Today, in a country accelerating in real time and anchoring the network in Asia, the studio — based in a modernist 1960s house in central Saigon — positions local brands globally and global brands locally with cultural precision. Base Saigon shapes brands including Marou Chocolate, Pizza 4P’s, UNICEF Vietnam, Uniqlo, Uber and Baemin, and, beyond client work, its team of thirty creatives invests in design education, local events and publishing. Not as a side project, but as a responsibility.
Meet the basers
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.
