BASE Ventures

ROLE
Design Director
Producer
Creative/Art Director

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DELIVERABLES
Brand Strategy
Identity System
Web Design

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CONTRIBUTION
Identity Design
Web Design
UX/UI Design
Video/Photography Direction 

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PERSONNEL
Greg Bjork - Web Design/Development
The Werehaus - Video / Photo Production

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DURATION
2 Years

BASE Ventures proudly calls itself the “anti-VC”—a bold stance that reflects the firm’s unorthodox, human-first approach to investing.

Based in Berkeley and led by pioneering African American angel investors Erik Moore and Kirby Harris, BASE has been breaking barriers and redefining what venture capital looks like.

Historically, venture capital operated behind closed doors. But as tech became more culturally visible, we saw an opportunity to turn that transparency into a brand asset. Our approach was to spotlight the unique personalities behind BASE Ventures, presenting them not as faceless financiers but as bold, relatable leaders reshaping the industry.

As Design Director, Producer, and Creative/Art Director, I led a brand refresh focused on infusing personality into the visual system. We developed a vibrant, abstract identity that brought the energy of the team to the forefront—eschewing traditional VC aesthetics for something far more expressive.

My contributions spanned identity design, UX/UI, and full web design, along with creative direction for photo and video assets. I worked closely with a small team to develop visual storytelling that humanized the brand while reinforcing BASE’s forward-thinking ethos.

The result was a brand experience that not only stands out in the VC space but also reflects BASE’s commitment to innovation, inclusivity, and authenticity.

Key Deliverables included:

Brand Strategy
Identity System
Web Design
Video / Photography