Base began as an internal experiment on Ethereum and quickly scaled into a community for builders and content creators of all kinds. As it grew, a complete rebrand was needed to reflect its broader vision.

At the start of this project, I contributed as an individual designer, consulting with the brand and marketing teams on the initial brand direction, and pressure testing ideas against the products I Led: Base Pay and Base Account. An instrumental role that I played early on was defining Base’s brand architecture alongside the marketing team. I proactively jumped in here because I wanted to ensure that all Base’s products were positioned and branded according to their primary target audiences. I wrote a brand architecture document that went on to define how Base’s product suite is architected and branded today.

Halfway through the project my role at the company changed. I took on the Head of Design role for Base Build, and became the key stakeholder defining how the Base brand would be tailored and adapted for builders and how sub-brands would manifest in Build’s products Ultimately, I was responsible for ensuring that the brand was effectively implemented on key surfaces owned by the Build team. I appointed ICs to complete the rebrand execution whilst I choreographed and oversaw the overall rollout.

We livestreamed the rebrand launch at a live event, affectionately titled ‘A New Day One’. to 500 in-person attendees and over a million viewers worldwide. After months of design, engineering, and coordination across teams, it was a surreal moment to see the community rally around a new product and set of offerings.