Daniel Peterson is the founding partner and creative director of Base Design Melbourne, part of an international network of independent creative studios.

His work spans culture and commerce, shaping brands, campaigns, and digital experiences for clients including Apple, The New York Times, Mecca Beauty, the Art Gallery of South Australia, the Biennale of Sydney, the Bob Dylan Center, and more.

Daniel combines strategic clarity with creative tension, helping organizations translate ideas into systems, identities, and experiences that drive clarity, distinction, and cultural relevance. Before launching the Melbourne studio, he held senior roles at Base New York and 2x4, with work recognised by D&AD, the Art Directors Club (Young Guns), Type Directors Club, ISTD, and AGDA. He has also taught at Parsons, Columbia GSAPP, and Swinburne.

He brings a systems-thinking mindset, cultural attunement, and deep experience across media, design, and technology.