Daniel Peterson is a Melbourne based Graphic Designer, and the Creative Director of Base Design’s Melbourne, Australia office. His work involves strategy, branding, and design for organisations, and people everywhere, often in collaboration with his wife and creative partner, Caroline Cox. Grounded in strategic rigour, driven by conceptual thinking, his practice aims to combine the emotional and intellectual.
Bob Dylan Center, Tulsa, Oklahoma (2018) An identity for the archive of an icon; and an attempt to encapsulate six decades and counting of prolific and groundbreaking work. Undertaken in collaboration with Gabriela Carnabuci and typographer Vincent Chan, for Base Design.
Los Angeles Master Chorale, Lacrimosa (2018) A constellation of characters on the cusp of a great tragedy or moment of redemption, set to the choir's rendition of Mozart's Requiem in D Minor. The most visceral representation of choir’s connection to their city to-date. A collaboration between director Arnaud Uyttenhove and art director by Marie Noorbergen, for Base Design.
Los Angeles Master Chorale (2018) A series of images to launch Season 2018/19 that are quintessentially LA. The choir, stuck in traffic singing to themselves, in a film noir setting. Photographed by Arnaud Pyvka, art directed by Marie Noorbergen, for Base Design.
Sensei (2018) A gateway to unlocking a longer, healthier, happier life. Inspired by the torii, a traditional Japanese gate which symbolically marks transition and growth. With Lara Berg and Min Lew, for Base Design.
Untitled (2018) Identity and typographic system based on terminal velocity for a men’s wellness brand. Undertaken in collaboration with Yanik Hauschild, Ian Nam, Min Lew and typographer Matthieu Cortat for Base Design.
Prince Estate (2018) Branding the estate of an enigma in order to preserve his work, champion his groundbreaking cultural impact, and further his legacy. With Robert Levine, Inva Cota, Min Lew, and Mirek Nisenbaum, for Base Design.
Los Angeles Master Chorale (2017) Typography that evokes the mechanics and feeling of the human voice paired with photography that challenges the visual codes of classical music. No longer “the voice of the Walt Disney Concert Hall,’ the Master Chorale, America’s most pioneering major chorus and LA's best-kept secret, now represents the many “voices of LA”. With Gabriela Carnabuci, Min Lew, Marie Noorbergen and typographer Matthieu Cortat, for Base Design.
Volume Another Art Book Fair (2017) A DIY identity constructed of nothing but cheap off the shelf material, for Artspace’s biennial marketplace for difficult ideas. Produced in partnership with Perimeter Books and Printed Matter Inc.
MeJ (2016) Strategy, visual identity development and ongoing consulting for a start-up pioneering child development by re-introducing an active relationship with music through play. With Wael Morcos, Min Lew and typographer Matthieu Cortat, for Base Design.
Surface Magazine, High Design (2016) Hypothetical branding that positions marijuana as a mood modifier, a socially accepted additive as common as coffee or chamomile tea—in essence, a less sinister version of Soma from Aldous Huxley’s Brave New World. Consider it a generic ‘masstige’ product that has become the Kleenex of its category, one that feels as ubiquitous in our culture as Sweet ’n Low or Budweiser.” With Alyssa Bishop, for Base Design.
Kidbox (2016) Memphis inspired exuberance for a subscription-based shopping service that speaks to both kids and parents alike. With Gina Shin and Min Lew, for Base Design.
Museum of Sex (2015) A typographic frame that recontextualizes everything within it, for a museum concerned with the exploration of sexuality. With Ethan Sung and Min Lew, for Base Design.
Eighty Seven Park by Renzo Piano (2015). Miami Beach as seen through the eyes of the renowned photojournalist and Magnum member, Alex Majoli. With Ben Salesse, for Noë & Associates.
Eighty Seven Park by Renzo Piano (2015) The first iteration of an identity and taxonomic system designed for Miami based developer, Terra Group. With Ben Salesse, for Noë & Associates.
152 Elizabeth, Tadao Ando (2015) A short film about Pritzker Prize-winning Japanese architect Tadao Ando. With Director Marcus Werner Hed and Director of Photography Jeremy Valender, co-founders of Pundersons Gardens, for Noë & Associates.
152 Elizabeth, Tadao Ando (2015) Documentation of seminal Tadao Ando buildings in and around the Kansai region of Japan. Photography by Ingmar Kurth, for Noë & Associates.
152 Elizabeth, Tadao Ando (2015) A book about light and materiality. Celebrating the first New York building by master architect, Tadao Ando. One aspect of a larger branding effort, for Noë & Associates.
SemSem (2015) An identity about individuality and unity for Abeer Al Otaiba new fashion line for mothers and their daughters, for Noë & Associates.
New York City AIDS Memorial (2014) Walt Whitman etched in granite at the intersection of Twelfth Street and Greenwich Avenue in the West Village. With Jessica Dobkin, Georgie Stout, Mateo Paiva (Studio ai) and Jenny Holzer, for 2×4.
Design Within Reach (2013) A custom branded lightbox, one component of a larger strategy to bring the brand to life in-store and rethink the furniture shopping experience. With Georgie Stout, for 2×4.
Pérez Art Museum Miami (PAMM) (2013) Wayfinding strategy and signage system for a museum designed by Herzog & de Meuron based on the concept of museum as a portal through which art and ideas flow into the city and out to the world. With Michael Rock, Sung Joong Kim, Ryan Brooke Thomas, and Christina Papalexandri, for 2×4.
Tiffany Diamond Pavilion (2012) A multimedia exhibition including current and archival jewelry commemorating Tiffany's 175 year anniversary. The iconic blue box is encased in glass that transforms from frosted to clear, as you move past revealing diamond supergraphics and glimpses of the box within. With Jessica Dobkin, Christina Papalexandri, and Ryan Brooke Thomas, for 2×4.
RMIT Design Hub (2012) Inspired by the idea that the hub operates as a container of activity, while the iconic facade acts as a screen through which this activity is obfuscated and occasionally broadcast. The identity is a kit of parts with minimal rules and no brandmark, embracing the diversity of the Hub’s occupants by not homogenizing them. With Meg Phillips and Fabio Ongarato, for Fabio Ongarato Design.
QT Sydney (2012) A meditation on celebrity, juxtaposing 1920’s glamour with the contemporary hyper-real. Manifest across a comprehensive branding program, wayfinding signage and environmental graphics. With Caroline Cox, Olivier Kowald, Nuttorn Vongsurawat and Fabio Ongarato, for Fabio Ongarato Design.
Parallel Collisions (2012) a publication designed on occasion of the 12th Adelaide Biennial of Australian Art that explores the ways in which ideas form, converge and re-form through time. The 21 artists in the exhibition employ the resources of the past - imagery, materials, processes or research from literature, cinema and art history - to reimagine the past in the present or even visualise the future. Curated by Natasha Bullock and Alexie Glass-Kantor. With Fabio Ongarato, for Fabio Ongarato Design.
No Name Station (2011) A book about cross-cultural contact and misunderstanding. Based on an China/Australia exchange exhibition and residency initiated by Gertrude Contemporary and the Iberia Center For Contemporary Art that brought artists, curators, writers and designers together in the indigenous community of Warmun in the Kimberley region of Western Australia. With Fabio Ongarato, for Fabio Ongarato Design.
Grill’d (2010) A call and response program for a chain of hamburger joints, part of a larger national rebrand. Illustration by Jumbo, James Jirat Patradoon, Magic Sweater and Chris Wahl. With Caroline Cox and Fabio Ongarato, for Fabio Ongarato Design.
Gertrude Contemporary (2010) An identity that seeks to unify the vast array of events, activities and programs within Australia’s leading incubator of contemporary art. With Meg Phillips and Fabio Ongarato, for Fabio Ongarato Design.
ANZ Center (2010) Wayfinding, signage and environmental graphics for one of the largest single tenanted office spaces in the Southern Hemisphere. With Maurice Lai and Fabio Ongarato, for Fabio Ongarato Design.
Still Vast Reserves (2010) A series of books about compression and release for exhibitions at Magazzino d’Arte Moderna and Gertrude Contemporary. Curated by Emily Cormack, Alexie Glass-Kantor and Francesco Stocchi. With Fabio Ongarato, for Fabio Ongarato Design.
21.100.100 (2008) Publication as satellite exhibition space for a show with no visual content at Gertrude Contemporary. Curated by Alexie Glass-Kantor, Emily Cormack, Oren Ambarchi and Marco Fusinato. With Fabio Ongarato, for Fabio Ongarato Design.
21.100.100 (2008) A spatial interpretation of a tangled mess of headphones, as an x-ray. The first significant survey of contemporary sound art in Australia, held at Gertrude Contemporary. With Adam Howe and Fabio Ongarato, for Fabio Ongarato Design.
21.100.100 (2008) An x-ray image about the mechanics of sound reproduction. With Fabio Ongarato, for Fabio Ongarato Design.