- Is it ethical to present concept work as if it's real?
Creative Boom · Mar 24, 2026
The article by Tom May explores the ethical implications of designers presenting speculative or concept work as if it were real client projects. Through insights from various industry professionals, it concludes that while concept work is valuable for learning and showcasing creativity, it must be transparently labeled to avoid misleading clients or employers. The piece emphasizes honesty and context as key to maintaining professional integrity.
IWANT designMiresBallGood Call Studiobranding
- Is it ethical to present concept work as if it's real?
Creative Boom · Mar 24, 2026
The article by Tom May explores the ethics of presenting concept or speculative design work as if it were real client work. Through perspectives from various designers and creative directors, it concludes that concept work has value for learning and showcasing skills, but must always be clearly labelled to avoid misleading clients or employers.
IWANT designMiresBallGood Call Studiobranding
- POV: Ballet and opera institutions need to get radical to stay relevant
It's Nice That · Mar 17, 2026
In this POV article, Base Design’s Thierry Brunfaut argues that opera and ballet institutions must radically rethink their branding to stay relevant. He suggests that the issue lies not in the art forms themselves but in how they are perceived and presented. By embracing dynamic branding, storytelling, and human-centered experiences, these institutions can attract new audiences and shed elitist reputations.
- Base Design builds a brand that breathes for Brussels' vast new cultural centre, Kanal
Creative Boom · Mar 2, 2026
Creative Boom reports on Base Design’s new brand identity for Kanal – Centre Pompidou, a major cultural centre opening in Brussels in 2026. The studio created a multi-sensory system spanning visual, sonic, and motion layers, designed to evolve with the institution’s growth. The identity reflects the concept of 'Flow and Overflow', symbolizing openness and adaptability.
- Kanal by Base Design
BP&O · Feb 10, 2026
Base Design’s Brussels studio created a dynamic and flexible brand identity for Kanal, a new museum of modern and contemporary art and architecture opening in Brussels. The identity uses a custom variable typeface, Kanal Edge, and an open duotone colour system to reflect the institution’s evolving, participatory ethos. The project balances experimental, zine-like energy with a robust strategic framework that unifies its many cultural strands.
- Ross Gendels on using sci-fi and fantasy to examine the modern world
The Brand Identity · Feb 5, 2026 · Interview
The Brand Identity interviews Base Design Associate Creative Director Ross Gendels about his independent magazine Quest, which uses sci-fi and fantasy as frameworks to explore politics, culture, and society. Gendels discusses the magazine’s reader-funded model, its collaborative digital design, and how speculative fiction informs his approach to branding and world-building. The conversation highlights Quest’s community-driven ethos and its blend of editorial experimentation and visual storytelling.
- Evil Ray by Seachange
BP&O · Jan 20, 2026
BP&O features Seachange’s branding for Evil Ray, an Australian sunscreen brand created by Pembleton. The design departs from traditional suncare aesthetics with Tarot-inspired illustrations by Reg Mombassa, bold purple and yellow colorways, and UV-reactive labels. The project showcases Seachange’s innovative approach to structural packaging and brand storytelling.
- The Huntington by Base Design
BP&O · Jan 15, 2026
Base Design created a new brand identity for The Huntington, a century-old cultural institution in Southern California. The rebrand simplifies its name and visual system, introducing a refined 'H' monogram, typographic pairing of Moulin and Messina Sans, and a flexible color palette inspired by pigment and plant life. The project aims to unify the institution’s diverse offerings under a cohesive, contemporary identity while maintaining its heritage character.
- Perfect Isn't Always Persuasive
BP&O · Jan 14, 2026
Lisa Cain’s BP&O article explores how imperfection and hand-drawn illustration in packaging design can create authenticity and trust. Using Jo Cutri Studio’s work for Faithful To Nature as an example, it argues that looseness balanced with structure makes brands feel more human and persuasive. The piece contrasts this approach with overly polished, corporate packaging styles.
- Yoshi by Saint-Urbain
BP&O · Jan 8, 2026
BP&O features Saint-Urbain’s brand identity for Yoshi, the first premium matcha liqueur. The project blends ritual and nightlife influences through hand-drawn typography, a swirl motif inspired by the matcha whisk, and a bold green packaging system. Writer Emily Gosling praises the design as a standout example of contemporary branding that feels both fresh and timeless.
- 4P’s by Base Saigon
BP&O · Dec 18, 2025
BP&O’s Emily Gosling reviews Base Design Saigon’s rebrand of Pizza 4P’s into 4P’s, a hospitality brand expanding across Asia. The identity introduces a new philosophy-driven positioning, ‘Platforms for Peace,’ along with refined typography, a blue-and-white palette, and a burrata mascot named BUU. While praising the visual design and type choices, Gosling critiques the confusing name and inconsistent apostrophe use.
- Portal: Midweight Designer, Base
BP&O · Nov 10, 2025
BP&O announces a job listing for a Midweight Designer position at Base Melbourne, the newest branch of Base Design. The studio is a small, collaborative team working across diverse industries including arts, fashion, architecture, and tech, and is seeking a concept-led designer with skills spanning brand, digital, motion, and campaign work.
- "POV Budapest Showcases Base Design's Unique Branding Approach"
The Brand Identity · Sep 10, 2025 · Interview
The Brand Identity interviews Base Design’s Associate Creative Director Ross Gendels and Editorial Director Julie Tentler ahead of their participation in POV Budapest. They discuss Base’s culture-driven approach to branding, the studio’s global network model, and how they’re adapting to industry changes such as AI integration. The conversation highlights Base’s philosophy of treating each brand as a unique culture and maintaining critical thinking as a core human advantage.
- Logo & Branding for 12 by Base Design
BP&O · Jul 17, 2025
BP&O features Base Design’s refined brand identity for 12, a New York matcha café founded by Alan Jiang. The project merges Japanese tradition with modern minimalism through a restrained visual system, thoughtful materials, and subtle motion. The identity spans strategy, packaging, digital, and spatial touchpoints, positioning 12 as a calm, elevated lifestyle brand.
- Base Design Crafts Queer-Forward Identity Avoiding Clichés
It's Nice That · Jul 8, 2025
Base Design’s Brussels studio created a new identity for Le Refuge, a Belgian LGBTQ+ non-profit supporting young queer people facing homelessness. The project aimed to be queer-forward yet professional, avoiding clichés through abstract visuals, soft gradients, and inclusive typography. The identity uses the Amiamie typeface by Bye Bye Binary to reflect linguistic and gender inclusivity.
- Base Design Reinvents Matcha Branding with Gradient Identity
The Brand Identity · Apr 28, 2025
Base Design developed a gradient-led brand identity for matcha brand 12, inspired by the transformative journey of matcha powder. The identity uses a stippled gradient motif, minimal color palette, and motion elements to evoke the meditative and energetic qualities of matcha. The project balances tradition and modernity, positioning 12 as a premium, contemporary matcha experience.
- "12 and Base Design Launch Matcha Revolution at Bond Street"
Creative Boom · Apr 3, 2025
Base Design has created a comprehensive brand identity for 12, a new premium matcha brand launching its flagship café at 54 Bond Street in New York. The project spans strategy, naming, packaging, digital, and spatial design, blending Japanese tea tradition with modern wellness and fashion sensibilities. Collaborations include scientists, chefs, and designers to craft a holistic, sensory brand experience.
- "Base Design Revolutionizes Web Design with 'Digital Magnetism' Concept"
It's Nice That · Feb 12, 2025
At Nicer Tuesdays New York, Mirek Nisenbaum from Base Design presented the studio’s approach to creating more compelling digital environments through a concept he calls 'digital magnetism'. Using the Studio Museum in Harlem website as a case study, he discussed how Base Design treats the web as a medium for creative expression rather than conformity.
- Fermín Guerrero Redefines Type Design at Fuerte Studio
The Brand Identity · Jan 8, 2025 · Interview
The Brand Identity interviews type designer Fermín Guerrero about his independent foundry Fuerte and his latest release, the Blackletter-inspired typeface Impura. Guerrero discusses his experimental approach to type design, his journey from studying in Switzerland to founding Fuerte, and how authenticity and creative freedom shape his work. The piece highlights his award-winning typefaces Brick and Thesaurus and his philosophy of designing unique, accessible fonts for designers worldwide.
FuerteColophon FoundryTypothequeFaberSimon & Schusterbranding
- Hanbury by Base Design
BP&O · Nov 19, 2024
BP&O features Base Design’s rebrand for American architecture firm Hanbury, highlighting a dynamic identity centered on a custom variable typeface and interactive digital experience. The project reflects Hanbury’s growth and diversification, using motion, adaptable typography, and advanced web technologies to express innovation and flexibility. The result positions Hanbury as a forward-thinking architectural practice with a distinctive digital presence.
https://www.basedesign.com/
New York, United States
125 Cases
