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Daniel Peterson imbues brands with cultural impact through a combination of rigorous pragmatism and abstract thinking. As the creative director of Base’s Melbourne office, which he runs with wife and creative partner Caroline Cox, Dan wears many hats that encompass strategy, business development, general management, and studio DJ.

Dan has developed a deep understanding of how creativity can be utilized to maximize business impact throughout his career, first in Australia and then the U.S. His roles have spanned designer and art director at Fabio Ongarato Design, pseudo-architect at 2×4, art director and designer at Noë & Associates, and design director of Base’s New York office. In each, he melded procedure and poetics to create work that’s a synthesis of investigation and chance. He has also taught courses, lectured and led workshops at Swinburne University in Melbourne, Columbia University and Parsons New School for Design in New York.

Opportunity and family brought Dan back to his hometown Melbourne in 2019, where he and Caz set up the Melbourne studio to work with local and international clients. They now lead a fast-growing team, for whom Dan plays everything from psychedelic black metal and new-age noise to cosmic disco and Anatolian rock on the sound system. Between juggling work and two youngsters, he also enjoys writing and has most recently been published in Fast Company and The Fashion Law.

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