Visual identity, creative direction, and digital design for the men’s apparel brand established in Los Angeles, CA.

Based designed a capsule wardrobe that’s sold only through their e-commerce website. The brand targeted men looking to elevate their wardrobe, with comfort and style at forefront.

art Direction / Visual Identity / Logo Design / Book Design / Website Design / Digital Content Creation


How I Helped

Based was established in 2016 and needed help with their visual presence and marketing. I established the brand style guide, led the creative direction for photoshoots, additionally designed the logo, look book, hangtags, and web banners.

I used modern fonts and maintained a simple and clean design aesthetic to focus on the product itself. The brand attributes are modern, strong, and urban.

  • Creative Direction: lifestyle and product photoshoots

  • Visual Identity: logo, style guide, print collateral

  • Web Design: content marketing web banners, Facebook ads

  • Print design: look book, packaging, business cards, postcards, hang tags

Photoshop / InDesign / Illustrator