Base Design: An Independent Guide to Its Culture and Digital Work

A network with a shared point of view

Base’s public About page identifies five studios and presents cultural exchange as part of the work. Its project index describes a 25-year history of building brands with cultural impact. Those are the studio’s own descriptions, not an external ranking. The project record spans culture, retail, and other sectors, with work across brand strategy, digital experience, signage, naming, and copywriting.

Sources: Base Design about and studios ↗ Base Design public project index ↗

Culture, product, and place need to stay connected

A brand can be visually precise and still fail if it does not help people navigate a space, understand a product, or take part in an experience. My MoMA work connected retail design and wayfinding in New York City with design work for Japan. At Tommy Hilfiger, I worked on production-ready systems used across more than 500 U.S. storefront touchpoints. At Countercult, I build digital infrastructure around local creative knowledge and paid opportunity.

Sources: MoMA retail and wayfinding case study ↗ Tommy Hilfiger rollout case study ↗ Countercult product case study ↗

Digital UX/UI is part of the brand system

At VC-backed startup, my CMO and Senior Creative Director remit included digital UX/UI, website, marketing, retail, and customer touchpoints. I have also led product definition and built software as Countercult’s founder and CTO. That experience is useful when a brand decision needs to hold together across an interface, a business, and an in-person environment, with the details handed off clearly to designers, engineers, and producers.

Sources: VC-backed startup case study ↗ Countercult founder case studies ↗

A clear route to working together

I am open to remote creative leadership, fractional work, and defined project roles with teams operating across the United States and Europe. The best starting point is a live brief: what needs to change, what I would own, who is making the decision, the timeline, and the compensation or project budget. The links below give a direct view of my work and experience.