About Base Design
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Base is an international
network of studios led by creatives.
Brussels. New York. Geneva.
Base understands (context), verbalizes (strategy),
defines (concept), creates (design), seeks (clarity),
and builds (empathy).
Base does Strategy + Branding + Digital.
Base is about people,
simplicity and common sense.
Base is a leading international network of creative studios specializing in brand strategy and identity. Base was founded in Brussels, Belgium in 1993 by Thierry Brunfaut and Dimitri Jeurissen and maintains studios in New York, Brussels, and Geneva. Base has worked in a multitude of media and industries that interface with pop culture, particularly premier luxury and lifestyle brands in fashion, beauty and hospitality as well as arts and cultural institutions worldwide. Clients include: the Museum of Modern Art (MoMA), La Fondation Louis Vuitton, Maison Dandoy, Delvaux, Degroof Petercam, Graanmarkt13, La Fondation Cartier pour l'Art Contemporain, Musée Yves Saint Laurent Paris, La Monnaie, The Olympic Museum...
–a brand (or an institution) that has a identity/communication problem to solve
–a brand (or an institution) that wants to change its perception
–a brand (or an institution) in a moment of change
–a brand that starts or in need of a new digital intake
–a leader or entrepreneur in search for a contemporary approach
–a group of 60 personalities on both sides of the Atlantic
–designers, writers, strategists, art directors, storytellers, coordinators, makers, developers
–a mix of nationalities
–existing since more than 20 years
–an award-winning company
You will benefit of
–a clear vision for your company/brand for years to come
–new dynamic brand codes easy to implement
–a mix of forward-thinking European design and US lifestyle consumer pulse
–the expertise of our international network of collaborators
–our expertise on contemporary trends
–strategy, branding, digital
–collaborative workshops, iterative and inclusive sessions
–concept, design, wording, storytelling, implementation
–design, type-design, 3D design, digital design, packaging
–front-end, back-end, inclusive design, testing
–the power of the idea
–clarity, exigency, candor, learning, pleasure
–the use of words in the creative process
–autonomy, attitude, personality, teamwork
–best design made accessible
We are active in different sectors
A few metrics about the agency
Check the latest works made for our clients
How to carry your bag as DelvauxJune 2015June 2015
How to carry your bag as Delvaux
As the oldest leather luxury goods house in the world, Delvaux possesses a rich heritage which they successfully combine with contemporary product design. Delvaux launched an important brand transformation in 2012. Following its success in Belgium, they contacted us to help Delvaux with its international expansion.
Opera is only about the contemporary.June 2015June 2015
Opera is only about the contemporary.
The Belgian Royal Opera House, La Monnaie/De Munt, is an internationally renowned cultural institution. In 2007, they launched a competition to create a new visual identity. It had to emphasize the vision of newly appointed director, Peter de Caluwe, which allowed not only for visiting operas to run but also for La Monnaie/De Munt to conceive of and produce their own contemporary versions of operas in-house.
A new present for Paris: An exploding ship full ofJune 2015June 2015
A new present for Paris: An exploding ship full of
Louis Vuitton’s chairman Bernard Arnault wanted to offer Paris a new, exceptional space for contemporary art. So he asked Frank Gehry to design an emblematic building-vessel “symbolizing the cultural calling of France”. Our task was to create a logo and visual language that embodied the vision of the project’s two grandmasters.
A retail brand where each store is uniqueJuly 2018July 2018
A retail brand where each store is unique
A retail brand where each store is unique? Now that’s unique!
Retail brands don’t have to be cookie cutter. We and our friends at Maison Dandoy, the renowned Brussels-based biscuit company, decided that after decades of global expansion by mass retailers churning out templated retail design, it was high time for a brand to create more genuine, thoughtful, locally-infused experiences. With a side of flavorful coffee and the world’s finest cookies.
Branding Brussels? Let the people speak!July 2018July 2018
Branding Brussels? Let the people speak!
Imagine getting a chance to brand your hometown. We did for the Brussels capital region — a complex melting pot of municipalities, languages, cultures, and energy. Our challenge was to bring its new domain name and logo to life while preserving continuity.
Merging two private banks into one, valued by allJuly 2018July 2018
Merging two private banks into one, valued by all
In 2015, Bank Degroof Petercam emerged after a merger. We were brought in to create a contemporary brand that would shake up the traditional banking sector. The result is a reflection of the commonalities between the original companies, as well as a preservation of what made them both unique.
An ode to the art of vertical livingJuly 2018July 2018
An ode to the art of vertical living
In a world where cities grow by a million people each week, elevators have a role to play—our urban journeys of the future will be vertical. First a reseller, Mitsulift merged with Mitsubishi in 2000, fusing Japanese technical expertise with exceptional Middle Eastern service. While, in the two decades since Mitsulift’s elevators have run without a hitch, its visual identity has sputtered in reflecting the company’s ambition, professionalism, reliability, and expertise. Our challenge was two-fold: How to shift Mitsulift’s perception as a product-vendor to a service-driven company? And how to turn a corporate elevator company into a relevant contemporary brand?
Haute Joaillerie with a downtown attitude.July 2018July 2018
Haute Joaillerie with a downtown attitude.
1848. Prosper De Greef opens his humble storefront on Brussel’s Rue au Beurre. Horse-drawn buggies clack down the cobblestone outside. He soon becomes the official clockmaker for the Belgian National Railway Company, then the supplier of pocket watches for the Belgian Navy.
The Fondation CartierJuly 2018July 2018
The Fondation Cartier
Designing an immersive dialogue between art and public
The Fondation Cartier pour l’art contemporain is a unique example of corporate philanthropy. Since 1984, it has served as friend and patron to some of the most important, daring artists of our day—from Wim Delvoye, Takeshi Kitano, and David Lynch, to Ron Mueck, Marc Newson, and Lee Friedlander. In close collaboration with Fondation Cartier, Base designed a website that fulfills the institution’s mission to foster dialogue between artists and the public.
The result is a digital experience that feels like a physical journey through The Fondation Cartier’s Jean Nouvel-designed glass galleries—full of light and open discovery, with an interactive chatbot that guides visitors on a personal stroll through the collection.
Art Brussels, an identity built like Tetris.July 2018July 2018
Art Brussels, an identity built like Tetris.
The Art Brussels fair needed a fresh graphic image to match its international status and to stand out as a strong signage system in the crowded environment of the fair. As a result, Base created a modular typographic system that is easy to implement in digital and print applications. An identity with an impact that will evolve with future editions. Art Brussels: from discovery to rediscovery.
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