Door Matthew ProctorDaniel Peterson Named Design Director at Base Design in New York
International branding and design firm, Base Design, has appointed Daniel Peterson as their new Design Director at the company’s New York office.
Daniel’s appointment as Design Director represents Base’s strategic efforts to expand the company’s team of internationally renowned design talent. In his new role, Daniel will be shepherding the New York design team across multiple projects for Base’s wide range of clients spanning the arts to big business. Already, he is leading high profile projects that include branding and marketing for the new phase of the iconic Helmsley Building (aka 230 Park Ave.), the private workspace collective NeueHouse NYC & LA, as well as branding and design for New York’s premiere fashion and tech conference, the Fashion Technology Forum. Daniel will report directly to Min Lew, Creative and Managing Director, Partner of Base New York.
“We’re thrilled to have Dan join our team,” said Min. “His wide range of experience from strategy to identity development, inform his unique interdisciplinary approach to work. His background incorporates capabilities core to Base’s DNA as a strategic and creative business and we couldn’t be more excited to learn from him.”
De Ham's Take
As a network of studios led by creatives, Base Design is a pretty unique agency collaborative. Peterson is an equally unique guy, and a nice addition for Base Design. Prior to joining Base, Daniel worked at 2X4 as a Senior Designer, and before that was a Senior Designer and Art Director at Noë Associates. Based on his portfolio of work, we see Daniel as a designer’s designer. He’s more than comfortable in the luxury brand market–thus, we look forward to his output at Base.
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