Ross Gendels
Associate Creative Director · Designer · Design Director
In their own words
If everyone is building their own reality, why can’t I?
Sci-fi and fantasy can be tools for clarity.
Good speculative fiction is world-building – so is branding.
A brand is like a little world you get to step into.
The meticulous process of harvesting the leaves, the blend of tradition with innovation in processing, and the simplicity of three ingredients coming together to create something extraordinary were all key elements that shaped our approach.
We wanted every particle to feel organic and alive, capturing the essence of matcha in motion.
Green is a super relevant code in the matcha space, but we wanted to use it in a way that felt unique and surprising.
We avoided trend-chasing in favour of building something timeless.
Most jobs happen because of a combination of hard work + luck + timing.
Everyone at Base is super talented and smart.
Articles & interviews
- Ross Gendels on using sci-fi and fantasy to examine the modern world
The Brand Identity interviews Base Design Associate Creative Director Ross Gendels about his independent magazine Quest, which uses sci-fi and fantasy as frameworks to explore politics, culture, and society. Gendels discusses the magazine’s reader-funded model, its collaborative digital design, and how speculative fiction informs his approach to branding and world-building. The conversation highlights Quest’s community-driven ethos and its blend of editorial experimentation and visual storytelling.
- "POV Budapest Showcases Base Design's Unique Branding Approach"
The Brand Identity interviews Base Design’s Associate Creative Director Ross Gendels and Editorial Director Julie Tentler ahead of their participation in POV Budapest. They discuss Base’s culture-driven approach to branding, the studio’s global network model, and how they’re adapting to industry changes such as AI integration. The conversation highlights Base’s philosophy of treating each brand as a unique culture and maintaining critical thinking as a core human advantage.
- Base Design Reinvents Matcha Branding with Gradient Identity
Base Design developed a gradient-led brand identity for matcha brand 12, inspired by the transformative journey of matcha powder. The identity uses a stippled gradient motif, minimal color palette, and motion elements to evoke the meditative and energetic qualities of matcha. The project balances tradition and modernity, positioning 12 as a premium, contemporary matcha experience.
- "12 and Base Design Launch Matcha Revolution at Bond Street"
Base Design has created a comprehensive brand identity for 12, a new premium matcha brand launching its flagship café at 54 Bond Street in New York. The project spans strategy, naming, packaging, digital, and spatial design, blending Japanese tea tradition with modern wellness and fashion sensibilities. Collaborations include scientists, chefs, and designers to craft a holistic, sensory brand experience.
- The Designers: Koto’s Vanessa Hopkins on figuring it out while leaving “a little space for the joy”
The Brand Identity’s interview with Koto New York designer Vanessa Hopkins explores her career path, creative philosophy, and approach to maintaining joy and balance in design. Hopkins reflects on her journey from studying engineering to working at Mother Design and Wolff Olins before joining Koto, where she values the studio’s youthful energy and collaborative culture. She discusses overcoming imposter syndrome, the influence of mentors, and the importance of playfulness and boundaries in sustaining creativity.
- The Designers: Base Design’s Ross Gendels on overcoming anxiety, having fun at work, and more
The Brand Identity’s interview with Ross Gendels, Design Director at Base Design New York, explores his journey into design, his experiences overcoming anxiety, and his philosophy on creativity and fun at work. Gendels discusses his path from early experiments with type and Photoshop to his current role at Base, highlighting the importance of balance, curiosity, and collaboration in design.