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What We Do

BasedOn is a brand strategy and identity design studio. We help clients define who they are and how they are known. Together, we develop identities that inspire people to connect to a greater meaning–identities that incite action, build culture, unite community and promote change. Our work is rooted in three core capabilities:

Brand Strategy

Uncovering your bold truths, finding your unique position, establishing who you are

  • Brand Research
  • Brand Architecture
  • Brand Platform
  • Place Branding
  • Persona Development
  • Value Proposition

Identity Design

Crafting your story, designing your symbols, defining how you are known

Verbal Identity - Your Story

  • Brand Narrative
  • Brand Messaging
  • Naming
  • Manifestos
  • Pitch Statements
  • Voice and Tone

Visual Identity - Your Symbols

  • Brandmark
  • Design Principles
  • Visual Assets
  • Visual Language
  • Motion Design


Delivering creative and thought leadership, inspiring relationships and connection to deeper meaning

Communication Design

  • Collateral
  • Environmental Design
  • Packaging Design
  • Point of Sale
  • Reports and Data Visualization
  • Web Design

Brand Performance

  • Marketing Strategy and Performance
  • External CMO
  • Content and Asset Management
  • Consumer Experience and Engagement

Let's Connect

Contact Us

Seeking Truth
and Beauty

In Detroit, since 1999.