Base Design launches new Aussie office led by creative directors Daniel Peterson + Caroline Cox

Base Design launches new Aussie office led by creative directors Daniel Peterson + Caroline Cox

International branding and digital agency Base Design has expanded into Asia-Pacific with the launch of a new Australian studio located in Melbourne.


Joining the company’s international network of studios in New York, Brussels and Geneva, Base Design Melbourne is headed up by husband-and-wife duo Daniel Peterson and Caroline Cox. The pair originally met working at Studio Ongarato in Melbourne before moving to New York City, where Peterson worked at acclaimed agency 2×4 before joining Base Design in 2015.

Says Peterson: “We’re excited to bring Base’s incredibly strong culture and unique way of thinking and doing things to Australia. We want to provide an Australian perspective to Base globally, but also to provide a more global perspective to our work locally.”

Cox joined Base Design in 2018 after a six-year stint as Associate Creative Director at fashion advertising agency Lloyd & Co., where she led creative accounts for adidas Originals, Pharrell Williams x adidas, and Calvin Klein under the direction of Raf Simons. While Base Design specialises in strategy, branding and digital, Cox’s addition to the agency signals further expansion into art direction, campaign creative and content creation.

Says Cox: “Having spent the last eight years specialising in advertising and art direction for some of the most iconic global fashion brands, I’m excited to return to my branding roots and merge my expertise creating powerful storytelling and strong visuals with the holistic approach Base offers.”

Says Geoff Cook, partner, Base NYC: “Base is completely independent – we grow organically through our people, not acquisitions. Dan and Caroline in Melbourne provide a fantastic opportunity for us to champion new voices and add new perspectives to the group and to our clients.”

With the addition of the Melbourne studio, Base Design now has over 60 staff globally. Recent clients include The Prince Estate, the Bob Dylan Center, MoMA, JFK Terminal, The New York Times, Milk Studios NYC, and Fondation Louis Vuitton. Since opening the Melbourne office amid the onset of the pandemic, Base Melbourne has worked with Australian clients including arts organisations West Space, The Substation and Blindside; indoor bouldering and rock climbing gym Urban Climb; major architecture firm BVN; and property developer Time & Place.

Says Peterson: “We like to say that brands are like people – they’re defined by their identities, personalities and attitudes. We don’t design for brands, but for the people interacting with them.”

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For more information, contact Base Design Melbourne via Caroline Cox at or +61 418 204 960