Press

BP&O features Base’s rebrand of Ray’s Waterfront, a family-run Alaskan seafood restaurant founded. Rooted in the restaurant’s history, architecture and small-town character, the identity celebrates nearly four decades of local heritage through design, storytelling and a deep sense of place.

Ahead of the 2026 World Cup, BaseNYC Partner Geoff Cook speaks with Glossy about how brands are tapping into football nostalgia, drawing on iconic football memories and design language to shape new campaigns across fashion and sportswear.

Base Co-Founders & Partners Dimitri Jeurissen and Thierry Brunfaut sat down with Developments to discuss Base's beginnings and building an international network of studio. The two reflect on more than 30 years of collaboration, and the evolution of their collective creative practice.

DIELINE features BaseSGN’s initiative for AGI Open 2025, in partnership with Marou Chocolate, bringing together 100 designers to each design a chocolate bar wrapper exploring the theme “ĐÂY – here and now,” later auctioned to support Saigon Children’s Charity.
 

BaseBRU Senior Designer Aurélia de Azambuja speaks with Creative Review about how she remains committed to her personal values while meeting client needs.

Brand New features BaseMEL's identity for Yield Strength, where a constantly evolving typeface turns the visual identity for this year's theme of the Adelaide Biennial of Australian Art into a living expression of the biennial's themes of pressure and transformation.

Creative Boom includes Base as one of the 15 studios the creative community is most excited about right now, as highlighted in its annual State of Creativity survey, based on responses from over 1,000 creatives.

Brand New features BaseMEL's identity for CloseCo, built around “close company” living. A warm typographic system, custom ligatures, and a soft visual language coming together — with a cozy palette and structured layouts balancing comfort with clarity.

Is it ethical to present concept work as if it's real? BaseNYC Creative Director Carlos Bocai joins Creative Boom's discussion on speculative projects — how to show them, when, and the right balance to find with real-life experience.

Base Partner Thierry Brunfaut shares with It's Nice That why ballet and opera institutions need to get radical to stay relevant and reconnect with contemporary audiences — by challenging perceptions of elitism, accessibility, and cultural distance.

PRINT Magazine features BaseBRU's identity for KANAL, with BaseBRU Partner & ECD Dimitri Jeurissen and BaseBRU Design Director Thomas Leon discussing a holistic “Flow and Overflow” system designed to evolve with the institution.

From advertising to world building: The best brands think like entertainment studios. BaseNYC Partner Geoff Cook looks for Shots at the ways in which forward-thinking brands are creating content that embodies their products.

BaseNYC Managing Partner & ECD Min Lew speaks with Creative Review about green being the new black — matcha’s rise to a cultural status drink, shaped by a health-conscious and visually fluent generation.

Base Partner Thierry Brunfaut and BaseSGN Partner & ECD Joshua Breidenbach sat down with Creative Review to talk about expansion, building teams rooted locally, working globally, and what kind of creative evolution you can expect from the mix.

BaseNYC Partner and Digital Director Mirek Nisenbaum writes in Belgian Branding on online branding in the age of AI sameness and the growing challenge of standing out in a convergent digital landscape.

Not a traditional museum and an identity that doesn’t treat it like one — Creative Boom spotlights Kanal's identity by BaseBRU. A system spanning visual, sonic, and behavioural layers, designed to flex as the institution grows.

Flow, motion, and a museum that feels like an extension of the city itself. BaseBRU Partner & ECD Dimitri Jeurissen and BaseBRU Design Director Thomas Léon shared with Communication Arts how BaseBRU shaped KANAL's identity.

In conversation with Jonah Ginsburg of DesignLabs, BaseNYC Partner Geoff Cook discusses why the future belongs to “net new” creative work, AI in the studio, and the ambition behind projects like 12 and Printemps.

BP&O spotlights KANAL' s identity, Brussels' future museum of modern and contemporary art — exploring how a bespoke variable typeface and an open duotone colour system shape a flexible identity designed to evolve with the institution’s multidisciplinary programme.

Creative Review features BaseBRU's identity for KANAL, Brussels' new museum of modern and contemporary art. BaseBRU Partner & ECD Dimitri Jeurissen and BaseBRU Design Director Thomas Leon share their insights on shaping a fluid brand system positioning the museum as a living cultural organism.

Dieline features BaseSGN’s packaging design for Vietnamese coffee brand Highlands Coffee. The project uses scale and bold typography to turn the brand name into a structural element, supported by layered colors that reference roasting depth and origin.

BaseNYC Managing Partner & ECD Min Lew joins Ben Tallon on The Creative Condition podcast to discuss creativity, leadership, and “lived data”: the intuition built through experience, culture, and close observation.

BaseNYC Partner and Digital Director Mirek Nisenbaum shares his perspective with Vogue Business on how AI-driven shopping could reshape fashion advertising and brand visibility and how brands need to rethink attention, relevance, and meaning as discovery becomes increasingly automated.

A.I. makes the world feel smaller. Brands, faster. Decisions, centralized. But does any of that actually bring you closer to people? In his latest Observer piece, BaseNYC Partner Geoff Cook makes the case for local culture as the foundation for relevance, growth, and meaningful connection.

From cultural institutions to emerging founders, BaseNYC Partner Geoff Cook shares with Authority Magazine on leadership, authenticity, and the mindset shifts executives need to build brands that endure.

BaseNYC Associate Creative Director Ross Gendels sits down for an interview with Studio Indice to explore the tension between meaning and feeling in design — from emotion-led concepts to why some projects start with a vibe rather than a brief, offering an inside look at world-building, not just branding.

From color pulled off Saigon sidewalks to a rooster that finally sounds like one, BaseSGN Design Director Mark Bain unpacks the choices behind Rooster Beers’ street-born identity in Communication Arts.

BaseNYC Partner Geoff Cook sits down with Chris Do on The Future podcast for “The Business of Creative Leadership,” discussing world-building, strategy, and how brands take shape.

Design has always been political, shaping how power is seen. BaseNYC Partner & Executive Creative Director Min Lew discusses in PRINT Magazine how design influences what people see, feel, and believe.

From the stage at Forward Festival 2025 in Vienna to the pages of CC/Magazine, BaseBRU Senior Designer Aurélia de Azambuja explores design as a tool for social and cultural change, and its role in shaping perception in a hyperstimulated world.
 

BaseNYC Partner Geoff Cook joins the OnBrand podcast with host Nick Westergaard to explore the art of world-building in branding, drawing on projects from The Museum of Modern Art to Milk, 12, and JFK Terminal 4.

With the launch of BaseSaigon,  Joshua Breidenbach (Partner & ECD) and Chí-An De Leo (Partner & CEO) reflect on a new chapter for the former Rice Studios and the opportunities ahead within the Base network.