@geoffreycook , Partner at @base_design in NYC, walks us through the close link between merchandising and branding. Two elements that, when aligned, can truly amplify a brand’s identity.
Together, we’ve collaborated on many clients like Bellerose, Maison Dandoy, l’Institut Français de la Mode, and more, on creating merch that doesn’t just exist, but truly resonates with each brand identity.
Discover his thoughts in the interview.
Daydreaming about warmer destinations prompted me to send you all at @sensei a belated congratulations on your well deserved Vogue honors as one of the world’s top spas. It seems like just yesterday we were sitting in a room together at @base_design conceiving of the brand. Look how far we’ve come!
Read the full article here: /article/sensei-lanai-spa?mc_cid=7d233756a0&mc_eid=94060a6d33
Image credit: Robb Aaron Gordon
How do you brand a place—especially one as complex as an airport? ✈️
JFK Terminal 4 isn’t just a hub for travelers. It’s America’s only privately held terminal—meaning bold branding decisions can actually take off.
Geoff Cook of Base Design shares how his team turned a global gateway into a branded experience built on clarity, calm, and confidence.
🎧 Listen and watch the #OnBrandPodcast via the link in my bio.
#PlaceBranding #BrandExperience #TravelDesign #BaseDesign
Two-hour waits. Lines down Bond Street. 😲 No ads. Zero marketing spend.
Geoff Cook of BASE shows how the 12 Matcha project turned matcha into a must-have experience—through world-class design and immersive branding. 🍵✨
Want to know how they did it? Tune in Monday for the full story on On Brand!
#OnBrandPodcast #BASEDesign #BrandStrategy #ExperienceDesign #WorldBuilding #MatchaMagic
150 years of protest, rewoven by code. BaseMEL and BaseDGTL developed a generative campaign for @agsa.adelaide ’s Radical Textiles – an exhibition where fabric becomes resistance, weaving turns to dissent, and thread becomes message.
Opting for a dynamic identity, @base_design approached the campaign as a digital instrument: a custom-built “textile generator” that transforms text into a woven graphic. A system that both represents the show and performs it.
Read the cull case here: /work/art-gallery-of-south-australia
Credits:
Daniel Peterson @danielgpeterson
Tal Levin @tallevin.info
Samuel Bourke @samueljohnbourke
Andrey Starkov @andreystarkov
Artem Lyustik @kotyatkie
Lev Berry @levberry
Emmaline Zanelli @emmalinezanelli
CADAVRE EXQUIS: Heads from here, bodies from there – showtime everywhere. The new season at the iconic Parisian @theatrechatelet takes a surrealist turn, remixing characters from across the 2025–26 program into one wildly imaginative ensemble.
Explore the case study: /work/theatre-du-chatelet-4
Credits:
Thomas Léon Lina Bee Gillis @linabeegillis Jens Demarest @jensdmr Lola Philippart @lolaphilippart Marine Peyraud @marinepeyraud Baptiste Audousset Thomas Amouroux @thomasamouroux Louise Nerrembourg @lou_nbrg Florence Teerlinck @florenceteerlinck Charlotte Buron
Aliocha Boi @aliochaboi Olivier Py @olivierpy2 Anne Rubinstein Edouard Dagher Lisa Abecidan
Châtelet’s staff as models:
Edouard Dagher
Pascale Minetti
Lisa Abecidan
Joseph Ravasi
Jean Colomes
Raphael Anatole
Aurélien Poidevin
Ernest Vanacker-Weiss
Elina Poullet
Gaëlle Lordinot
SAFE HAVEN: A pro bono project close to our hearts – because safe spaces save lives. A significant number of LGBTQIA+ youth face rejection and homelessness. That’s where @refuge.opvanghuis steps in.
This non-profit provides shelter, support, and hope to those forced to leave their homes. This year, BaseBRU helped clarify not only their brand identity system but also its messaging to increase visibility and drive donor engagement.
Case study: /work/le-refuge
Donate: https://donate.lrlo.be/2025_web/~mon-don?_cv=1
Credits:
Bruce Vansteenwinkel @brucevansteenwinkel
Aurélia de Azambuja @aureliadeaz
Manon Bails @manon.bails
Lola Philippart @lolaphilippart
Zoé Mira-Torres
Bye Bye Binary @bye.byebinary
Marc Van den Bossche @coram1976
Dimitri Verdonck
*To protect the privacy and anonymity of the space and people, all visuals have been intentionally recreated as mockups and stock images have been used.
A Michelin-starred chef, a vanished bookstore, and a radio that never quit – the three unlikely stars of @mintylew ’s story.
Serendipity, sharp turns, and the creative life of BaseNYC’s Executive Creative Director, as told on Person Place Thing, the interview series with Randy Cohen.
Swipe for highlights. Full episode at /532-min-lew/
