Lean In
Girls

Lean In Girls is a program that empowers, educates, and supports young girls in their pursuit of leadership roles. Founded by the visionary Sheryl Sandberg, this initiative is dedicated to breaking stereotypes for girls to unlock their full potential as leaders.

By Hello Monday
Role: Motion Designer
Full Case Study: coming soon

Base touched almost every brand aspect: from naming and strategy, to the website and merchandise—all centered around communicating the museum as a place that’s experiential and educational; a cultural institution rather than a dispensary. Since cannabis can transport the mind to different places, the iconic arched windows of the house’s historic building at 427 Broadway were an obvious tie-in to represent portals to other realms. This shape informed a tight visual framework that revolves around a flexible motif, used to either contain or frame a wide range of content, and acting as both a conceptual and a literal window into the world of THC NYC.

By Base
Role: Motion Designer
Full Case Study︎︎︎

Museum of
Fine Arts,
Boston

Pivoting MFA’s positioning involved reminding all Bostonians that its spaces and collections are for everyone, not just the elite. Through a new visual identity and messaging, the goal was to convey a sense of belonging for visitors of all ages and backgrounds, who should feel a sense of warmth, welcome, and inclusion in the museum’s communications, as well as see something new and surprising happening at MFA.

By Base
Role: Motion Designer
Full Case Study︎︎︎

By Hello Monday
Role: Motion Designer