The Base
A design fit for the future of urban living

A base isn’t just a home – it contains everything a person could want in order to live their life to the fullest. One essential part of that? Community. This was the core idea behind The Base: to bring people together within diverse communities that inspire and empower. The company wanted to make this clear to residents, employees, investors, visitors and more through its the corporate design at its locations and online.

Our initial workshops enabled us to find the factor that underlies The Base: A desire to connect. This gave us a solid base (see what we did there?) from which to craft a clear vision for the company: To provide unique global spaces that inspire, unite and redefine urban living. We then sought to crystallize the connecting factor in a strong visual system whose notion of togetherness would be instantly recognizable. We built the notion of a strong, unbreakable bond into the logo itself by joining the ‘t’ and ‘h’ in The and the ‘a’ and ‘s’ in Base, and then combined two stylish typefaces for a sense of dynamism and diversity. This is reinforced by the use of geometric patterns that interlock, overlap and join together – and feature bold, complementing colors to elicit a sense of closeness and feel-good vibes. Photographs are another key element: We shone the spotlight on future residents, so that everybody who wanders through The Base’s doors – whether in real life or digitally – understands that they are entering a true community. We also settled on a voice for The Base to use in its web, ad and corporate texts that connects readers to the company’s ethos. Reinforcing the connecting factor in everything from print & social media and the website to walls, soap bottles and business cards, our corporate design shows the world exactly what The Base stands for and serves as the starting point for shaping all-inclusive communities in cities all over Europe.

There’s an old saying: “A great city, a great solitude”. Now that the Base has shaken things up, we think the new version could be “A great city, a fantastic mood.”