Base Design

What Base Design does

Base Design is a privately held global brand design agency network founded in 1994 in Brussels by Thierry Brunfaut, operating today across six studios: New York, Brussels, Geneva, Melbourne, Saigon (joined October 2025), and a distributed Digital team spanning eight countries. The firm offers brand strategy, visual identity systems, packaging design, digital platforms, and brand activation for enterprise and growth-stage clients across cultural institutions, fashion, hospitality, food & beverage, technology, and nonprofit sectors. Named clients include MoMA, Adidas, Calvin Klein, JFK Terminal 4, KANAL (Centre Pompidou Brussels), the International Olympic Committee, UNICEF, and Caran d'Ache, with a recurring roster that includes Adidas Originals and Calvin Klein handled across multiple studios.

The firm's core methodology centers on "Living Brand Systems," an adaptive framework spanning visual, sonic, and behavioral brand layers, supported by Base Digital's in-house technology stack covering generative tools, AI prototyping, e-commerce platforms, creative coding, and high-performance digital infrastructure. Base Digital's distributed engineering model allows the network to deliver digital products (e.g., Galerie Dior, Prince Estate, Studio Museum in Harlem) without a single physical tech office.

Base Design operates as a professional services firm on project-based and likely retainer engagements, monetizing senior-partner-led client work. The go-to-market is sales-led and relationship-driven, with no disclosed marketing/lead-gen budget beyond industry press visibility and partner thought leadership. Ownership is held by founding partners (Brunfaut and Jeurissen) and per-studio partners; no external venture or private equity investment is recorded, and the firm has never raised institutional funding.

Name

Base Design

Legal name

Base Design

Website

https://basedesign.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Base Design is a privately held global brand design agency network founded in 1994 in Brussels, operating six studios across NYC, Brussels, Geneva, Melbourne, Saigon, and a distributed Digital team. It delivers brand strategy, visual identity, packaging, and digital platforms to enterprise and cultural clients worldwide.

Ownership category

akta.pro rank

Product category

Brand Design Services

NAICS

Graphic Design Services (54143)

akta.pro primary industry

Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG)

akta.pro secondary industries

Custom Application Development (Web/Mobile/Desktop) (BPAEAFAA), Event Theming, Mood Boards & Concept Design (HSACAOAH)

Keywords

• Brand strategy services
• Visual identity design
• Packaging design
• Digital platform development
• Creative direction

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brand Identity & Strategy Services: Project-based branding engagements with enterprise clients including brand strategy, visual identity development, packaging design, and activation. Retainer arrangements likely for ongoing client relationships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Base Design is a global branding and design agency that develops brand strategies, visual identities, packaging systems, and digital platforms for enterprise clients across cultural, fashion, hospitality, food and beverage, and technology sectors. The firm operates a network of six studios in New York, Brussels, Geneva, Melbourne, Saigon, and a distributed Digital team, delivering end-to-end brand transformation work through its 'Living Brand Systems' methodology that combines strategy, design, and technology.

Product overview

Base Design is a global brand design agency network operating across six studios (New York, Brussels, Geneva, Melbourne, Saigon, and Digital). The company specializes in brand strategy, visual identity design, and creative services rather than a traditional software product. Their service offering is structured around their network of studios, each contributing to brand development across various industries including cultural institutions, fashion, hospitality, technology, and consumer brands. Base Design does not offer modular software products or distinct named product offerings with individual pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Services
• Visual Identity Design
• Packaging Design
• Digital Platform Development
• Multisensory Brand Identity & Sound Design

Named customers24 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Rice Studios (becoming BaseSaigon)coreStrategic or Co-development PartnerRice Studios, founded in 2011 by Joshua Breidenbach and Chí-An De Leo in Ho Chi Minh City, officially joined the Base Design network on October 16, 2025. The studio, now BaseSaigon, brings 15 years of Vietnam creative expertise to the global network. Led by Partner & CEO Chí-An De Leo and Partner & ECD Joshua Breidenbach, the team of approximately 30 creatives positions local brands globally and global brands locally.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Collins: Brand strategy and design firm headquartered in New York with offices in San Francisco and London. Comparable to Base in serving premium fashion, tech, and cultural clients with integrated brand strategy and identity work.
• Mother Design: Design arm of independent creative network Mother. Comparable to Base in serving premium clients across cultural, fashion, and consumer categories with integrated brand and creative direction.
• Manual: Brand and design firm operating in San Francisco, New York, and London. Comparable premium positioning and enterprise client mix (particularly in tech and consumer) to Base's US and Europe studios.
• MetaDesign: Independence-era brand consultancy with offices in San Francisco, New York, Beijing, and Zurich. Direct comparable to Base in delivering brand strategy, identity, and digital experience design for global brands.
• Mucho: Independent design studio with offices in San Francisco and Barcelona. Closely comparable in scale (~50–80 staff), partner-led model, and focus on cultural and enterprise brand identities — and in visual/design philosophy.
• Lippincott: Brand strategy and design consultancy with offices in New York, London, Seoul, and Shanghai. Closely comparable to Base in delivering high-end brand strategy and identity for global enterprise and consumer brands.
• Pentagram: Largest independent partner-led design firm with offices across the US, UK, and Asia. Most direct comparable to Base in structure (partners-as-principals), premium positioning, and brand identity scope, though typically larger in headcount.

Broad incumbents

• Interbrand: Omnicom-owned global brand consultancy with 30+ offices. Competes with Base on enterprise brand strategy, naming, and identity mandates and bundles consulting and analytics services that Base does not offer.
• Landor & Fitch: WPP-owned global brand consulting and design network with 27+ offices. Overlaps with Base on flagship brand identity and wayfinding (e.g., airports, cultural institutions) but operates with much broader scale and holding-company resources.

Emerging players

• Koto: Independent branding studio with offices in London, Berlin, New York, and Shanghai. Comparable to Base on visual identity, naming, and brand strategy for early-stage and growth-stage global brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/base-design
• Instagraminstagram.com/base_design
• Xx.com/base_design
• Facebookfacebook.com/basedesignfb

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Base Design