Globally Born, Detroit Bred.

We are global citizens. Our work is informed by a cultured perspective that is unique to our studio, earned by living and working across 5 continents.

We're also proud of our roots in Detroit. Our local networks are deep, as is our commitment to service and the community. We are wired with the hustle and grit to get things done. We've learned to remain fluid and adaptive as an independent design studio in order to be stable and strong through changing times—a resilience and relevance we're proud to own and apply to our clients' most pressing challenges.

Of Many Minds

We are highly connected, having worked with countless brands with national and global reach. We engage artists, statisticians, technologists, architects, anthropologists, policy makers and influencers to develop meaningful brand identities that withstand time and trend.

Committed to Service

We contribute hundreds of hours each year to give back to our community. We serve on high profile boards for local and national organizations, and volunteer for organizations committed to equality, economic advancement and equity – including the German Marshall Fund of America, the BMW Foundation’s Responsible Leaders Network, the Aspen Institute, Endeavor Detroit, Michigan Humane, Racquet Up Detroit and the Crystal Community Ski Club. Our employees give their time on our time to allow them to pursue particular passions for making the world a better place.

Informed by the World

Our perspective spans five continents. We have collectively lived and worked all around the world. We believe this makes us a dynamic group that has a unique, firsthand understanding of different cultures, different views, different ways of thinking, doing and sharing, that informs and infuses our creativity for branding efforts.

Committed to Detroit

Our studio is located in downtown Detroit, an unexpected place for a studio that serves leading, high profile, global brands. Our studio is housed in an iconic building in the global art world, having served as home to the world’s leading Fluxus art collection for decades.

Meet Our Team

Skye Armstrong

Designer

Skye brings a keen eye for precision and refinement to BasedOn. Collaborating with fellow creatives and strategists to solve complex challenges presented by identity design, she is always considering user experience and overall cohesiveness of our work from logo concepts to brand guides. Skye enjoys how design works endlessly behind the scenes to drive many industries and infiltrate our lives in a multitude of ways. She is a multidisciplinary designer with a passion for identity design and skills stretching from motion design to social media strategy. Skye graduated with a BFA in Graphic Design from Michigan State University, where her studies have fostered a great passion for not only design but studio art disciplines like ceramics.
Deonna Camastra

Designer

Deonna Camastra brings fresh thinking and mad skills to BasedOn with her Communications Design degree from the College for Creative Studies, Detroit. Working with the strategy for the brand and the verbal narratives developed, Deonna further brings that identity story to life along with the design team. She has a passion for print and specializes in motion design, envisioning how something static can move to tell an even more dynamic story. She's talented, multi-disciplinary and adaptive—and she's just getting started.
Matthew Clayson

Managing Director

As Managing Director, Matt Clayson ensures our studio vision is clear and our path delivers outstanding work for our clients that balances beauty and impact. He is responsible for defining studio objectives that are actionable and measurable, while guiding our studio team to achieving success. He brings interdisciplinary brand experience to the table through his brand development and brand activation work with Shinola, MotorTrend, JD Power, Time, Inc., US News and World Report, United Way for Southeast Michigan, Design Core Detroit and the National Football League. He has also advised on digital strategy for The Coca‑Cola Company, Adidas, Cathay Pacific Airlines, Fairmont Hotels and Resorts, Microsoft and Facebook. Now he is engaging new clients for BasedOn, energized to solve the challenges they face and ready to activate these brands across various channels.

Matt graduated from Michigan State University's Honors and James Madison Colleges, receiving degrees in International Relations and Political Theory, and a specialization in Western European Relations. He completed coursework on the formation and structures of the European Union and NATO at the Université Libre de Bruxelles. He received his Juris Doctor from Wayne State University School of Law, and is a proud recipient of the German Marshall Fund’s Marshall Memorial Fellowship and an active member of BMW Foundation’s Responsible Leadership Network.
Enna DiDio

Project Manager

Enna brings an artistic eye and natural curiosity to her role as Project Manager at BasedOn. Collaborating closely with Account Directors and the creative team, she ensures that every project moves forward with clarity, care, and creative intention. A graduate of Wayne State University with a Bachelor of Fine Arts in Drawing, Enna is also an exhibiting artist and muralist whose work reflects her love of exploration and craft. Beyond the studio, she finds inspiration in travel, cooking, live music, yoga, animals, and the thrill of a good thrift find.
Matt DiDio

Co-Founder / Head of Business Development

As one of the founding members, Matt brings a combination of management and business strategy expertise to BasedOn. With nearly 38 years of marketing, sales management experience, he has infused BasedOn's fast-paced culture with best practices of operating procedures. Matt's career began with Aeroquip Corporation where he became the VP of Sales and led efforts on the GM account. Shortly after, he became Director of Marketing & Sales for the newly formed Magna International full vehicle integration team. In 1999, Matt decided to leverage his art background and business experience in a new venture, co-founding BasedOn with his wife Angela. The Studio originally developed and designed marketing collateral and digital assets for various B2B and B2C industries. Believing in the creative precepts of being fluid and adaptive, Matt and Angela saw the studio through a major transformation over the years as it added Strategy to Design to become the Identity Studio it is today. For over two decades, Matt has forged and sustained long-term relationships with local, national and global clients in categories ranging from automotive to hospitality to consumer goods. Always a high-energy leader, Matt played college football for four years and was named All-American at Wayne State University, where he earned his Bachelor's Degree in Fine Arts.
Tim Dimet

Associate Creative Director

As a designer, Tim's career has led him along many paths from large agencies to studios to PR and freelance before arriving at BasedOn. His extensive experience has spanned marketing, advertising, branding, print, digital, event design and social media. Brands he has designed for over the years include Ford Trucks and Performance, Lincoln, Detroit Bikes, Drought Juice, Little Caesars and Bonnaroo Music Festival. Here at BasedOn, Tim brings his unique insights and critical thinking to every project with a disciplined approach to problem-solving for our clients. He enjoys the challenges of finding the best ways forward, always seeking originality through groundbreaking executions. An award-winning designer, Tim creates brand identities with impact, thoughtfully designed for long-term success. Tim received his BFA in Visual Communications from The Illinois Institute of Art.
Grace Jermstad

Designer

Grace Jermstad brings curiosity, empathy and a love for problem-solving to BasedOn. As a multidisciplinary designer with a BFA in Art and Design from the University of Michigan and a minor in User Experience, she thrives at the intersection of strategy and creativity: where research meets intuition and ideas become real. With a passion for curating user experiences, Grace believes that good design should do more than look good—it should resonate, inspire action and serve a purpose. Across every project, she's focused on crafting human-centered design solutions. She approaches her work as a translator: turning abstract ideas into clear, meaningful experiences.

Drawn to creative challenges in every form, Grace finds joy in making. Whether through painting, woodworking, crosswords or even welding, she's constantly exploring new ways to spark curiosity and sharpen her skills.
Jin Kim

Head of Technology

Jin Kim has been with BasedOn since the beginning. He is responsible for all technical aspects of projects at BasedOn, including their planning and implementation. In addition, he is also responsible for the technologies used and the support of them at BasedOn.
Karen McNabb

Office Manager

Karen comes to BasedOn via the healthcare industry, where she worked as an administrative secretary for the Department of Internal Medicine at Henry Ford Medical Center – Fairlane. At BasedOn, she started as a receptionist and admin, later moving to accounting and Human Resources to work alongside Marc Topacio, our CFO. As our Office Manager, Karen enjoys the atmosphere, the culture, the people and the friendships she's made through her work at BasedOn. Always a friendly face, she is an integral part of our team and one of the first people our creative partners and new hires meet as they get acquainted with BasedOn.
Amy McNeil

Director of Content Strategy and Activation

As Director of Content Strategy and Activation, Amy McNeil leads BasedOn’s brand activation initiatives with a focus on full-funnel media strategy, digital activation and content marketing, working with brands across various industries, including motorsports, defense, mobility, retail, real estate and luxury audio. Previously, she oversaw client strategy and business growth at January Digital for leading global brands across sectors including beauty, personal care, pet wellness, fashion and bridal. Before that, Amy was a Global Industry Strategist for Automotive at Snapchat, helping expand the platform’s role in the auto industry. During her time as Head of Digital Marketing at Stellantis (formerly Fiat Chrysler Automotive), Amy led cross-functional teams and agencies in launching integrated digital, social and traditional media into cohesive campaigns that delivered results for six iconic automotive brands: Alfa Romeo, Chrysler, Dodge, FIAT, Jeep and Ram.

Amy is a passionate marketer who believes a brand story starts with the customer and has served in leadership roles across top advertising agencies, brands and media platforms, helping organizations grow through strategic marketing, data-driven insights and impactful storytelling. She has been recognized by Advertising Age as one of its “40 Under 40” honorees and has been a featured speaker at various industry events and conferences across the country, including New York Ad Week, THINK!Google, J.D. Power and The 3% Conference. With deep expertise in digital transformation, media strategy and brand positioning, she thrives on helping businesses connect with their audiences in meaningful and measurable ways. Amy received a Bachelor of Science in journalism with a concentration in public relations from Central Michigan University.
Deon Mixon

Designer

Deon Mixon is a prolific creative who not only designs identities for our clients at BasedOn, but leads a design education company called Design Eye to teach youth about graphic design through lecturing and tabletop design games. He also enjoys creative writing, having written a Christian fiction novel series for young adults. With us since 2018, Deon brings his own keen eye and talent for storytelling to every BasedOn project. He is instrumental in creating the final identity guides for our clients and executing everything from magazine content to brochures, digital banners, environmental graphics and more. Deon holds a BFA in Graphic Design from Western Michigan University and, before joining us, worked in New York designing for brands like Colgate, Comfort Inn, Sabra and AT&T.
Nancy Sizer

Strategist and Writer

Nancy leads strategy development and verbal identity design for a wide variety of brand strategy and identity design initiatives. From discovery and research, through strategic positioning to verbal language design, she guides clients and the creative team through the process of uncovering who they are and helping them define how they are known. Prior to joining BasedOn, Nancy's career spanned management and program direction, writing, event coordination and fundraising for the nonprofit arts, culture and community development sectors. With her experience in program development, community engagement and communications, Nancy brings her keen insight and creative problem solving to every project. Nancy has a BA in history from Western Michigan University and has professional training and experience in design thinking, historic preservation, creative brainstorming and cultural placemaking.
Russ Taylor

Studio Experience Manager

Day-to-day, Russ is our Studio Experience Manager and sonic designer who brings creativity to everything he does. As the first person clients and partners meet “front of the house,” Russ is our BasedOn ambassador making everyone feel welcome. Anticipating studio needs, working with vendors, helping maintain our 100+ year old building, and participating in brainstorming sessions as a fellow creative, are just some of the ways Russ makes studio life a great experience for everyone. A master brander in his own right, Russ is also the very soul and spirit of SATORI CIRCUS - he is SATORI CIRCUS - and continues to be the longest lasting performance artist in Detroit. As an award-winning talent, he is a constant source of inspiration around the studio and our city.
Angela Topacio-DiDio

Co-Founder / Head of Creative

Through Angela's leadership and creative direction, the BasedOn team is creating a different kind of Studio. People are empowered to be thoughtful and fluid; compelled to dig deeper and find the authentic truth behind each brand and present it in beautiful, engaging ways. Bringing over 23 years of experience in design, brand development and management, she has proven to be a disruptive thinker who brings new approaches to brands looking to break out and gain visibility and longevity. Respected for her ability to translate strategy into designs that incite action and encourage change, Angela has worked with leadership from a diverse portfolio of regional, national and international clients. As a lifelong artist specializing in printmaking and multimedia, Angela brings a keen eye for design and brand aesthetics to every project, constantly looking for innovative ways each client can develop and live their brand. Angela graduated summa cum laude from the University of Michigan, Ann Arbor, with a Bachelor Degree of Fine Arts. She has served on the Board of Directors for both the Detroit Artists Market and Woodbridge Neighborhood Development and is currently a mentor with Endeavor Detroit.
Marc Topacio

Head of Finance and HR

Marc oversees the company finances and human resources at BasedOn. Wearing two hats enables Marc to see the big picture and forecast for our studio, both financially and in terms of talent allocation, as our studio focuses on creating identities that inspire change. Formerly the CFO of a publicly traded logistics company, Marc has been with our company since 2006, bringing continuity as we change and grow and reach new goals. Marc received his Bachelor's degree from the University of Michigan - Ann Arbor and his MSPA from Walsh College.
Tonya Tsoukalas

Head of Production

As Head of Production, Tonya oversees the production and workflow of every project at BasedOn to ensure the smooth functioning of the studio and enable the creative team to focus on delivering excellence. She also brings years of account and project management experience and has managed large, multifaceted corporate events and sponsorships with the NHL and Corvette Racing during her 15-year career at Compuware Corporation. Tonya focuses on driving efficiency, team building and fostering a creative and collaborative environment. In addition to managing production operations, she supports the BasedOn team through mentorship and professional growth development. Tonya received her BS in Marketing from Ferris State University.
Ben Weisbrodt

Associate Creative Director

Ben has worked in the business of visual arts for over 25 years. His path has led from graphic designer to magazine art director to college instructor and back again, as he now works as a graphic designer here at BasedOn. Ben also plays a large role in shaping the brand's identity during our strategy process. Thoughtful and insightful, his measured approach helps the team problem-solve from all angles. Through design, he further explores those branding possibilities, creating an authentic and impactful visual language for clients. Ben received a Bachelor of Arts in Studio Art from Michigan State University in East Lansing, Michigan and his Master of Arts in Communication Design from Central St. Martins College of Art and Design in London, UK.
Katie Zimmer

Senior Account Director

Katie coordinates our BasedOn teams as both an account manager and project manager. She oversees the end-to-end process of multiple projects while also participating in brand identity creation and building strong relationships with our clients. She is a key connector between our teams and our clients and helps keep our projects on track, on task, and on point with work that has high impact. Katie's experience spans leading national brands to small nonprofits with proficiency in managing multi-channel advertising, content production for various platforms, creative campaign development, media planning and high-visibility sponsorships. Since she lives and works downtown, Katie brings a true Detroit perspective to projects. Katie received a Bachelor of Science in Apparel and Merchandising from Western Michigan University.
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