The Futur with Chris Do

The Business of Creative Leadership w/ Geoff Cook | Ep 397

6 snips
Nov 13, 2025
Guest
Geoff Cook
Geoff Cook, founder of Base Design New York, shares his journey from DKNY to brand strategist. He emphasizes the importance of world-building in branding, revealing how it shapes consumer perception. They discuss the role of AI in creative work, what design can and can't achieve, and the significance of alignment between business and creativity. Geoff also unveils strategies for startups to craft compelling narratives and the necessity for designers to understand business language to succeed in their projects.
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ANECDOTE

From DKNY To Founding Base

  • Geoff Cook landed at DKNY in the early 90s and quickly learned retail, product, and brand culture.
  • After meeting partners from Brussels he agreed on a napkin to open Base in New York around 2000.
INSIGHT

AI Will Homogenize The Middle

  • Geoff predicts AI will homogenize mid-tier creative work while top original creators will thrive.
  • He says AI will improve craft efficiency but not replace high-level world building.
ANECDOTE

World Building: The '12' Matcha Story

  • Base built '12', a premium matcha brand, orchestrating designers, PR, and packaging to create a holistic world.
  • The cafe launched with two-hour lines and no paid marketing, validating world-building investment.
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