Base

About

One network. Five studios. A company of cultures. We turn cultural collisions into clarity — and clarity into brands that endure.
We thrive on difference. Each studio speaks with its own voice, built on a shared methodology. The conversation between them keeps us evolving; a network that learns from itself.
Every brand is a culture. We get to what makes it real, then give it form with honesty and personality. Less decoration, more meaning.
Markets shift. Technology moves fast. Culture keeps rewriting the rules. So we design brands as living systems: resilient, adaptive, built to remain iconic.
You work directly with the makers—strategists, designers, technologists. No middle layers. With Base Digital, our AI and tech team, we fuse invention and craft to keep brands sharp for what’s next.
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Meet the basers

Xuân-Mai NguyễnStudio AssistantSaigon

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.

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