Branding the Tangible
Base Design + Jones Knowles Ritchie

As Partner of Base, Min passionately builds personality-driven brands for an eclectic range of clients including MoMA, The New York Times, JFK Terminal 4, Meatpacking District, Milk, Neuehouse, Facebook, Coca-Cola, Gagosian Gallery, Museum of Sex, Pantone, Wellesley College, Pharrell Williams, and more. A graduate of Yale University’s MFA program, Min served as a board member of the AIGA NY chapter and on the steering committee of NYCxDESIGN, adjunct professor at the School of Visual Arts and a guest critic at Parsons School of Design and is a regular speaker at design conferences. Min’s work has been celebrated by a variety of awards and her thoughts on branding has been featured in publications that include The New York Times, Bloomberg Businessweek, The Wall Street Journal, Adweek, Creativity, Creative Review, Surface, Fast Company, and others.

Tosh is the Global Chief Creative Officer of Jones Knowles Ritchie. He is responsible for the creative and strategic output of the JKR offices in London, New York, Singapore, and Shanghai, overseeing the recent global rebranding efforts for Dunkin’ and Budweiser. Tosh has participated in numerous industry jury panels and his work has been recognized at high-profile award shows, including Cannes, D&AD, The One Show, ADC, Clio Awards, Type Directors Club, Communication Arts and more. His work has been covered in The New York Times, The Wall Street Journal, Forbes, BBC, NPR and even mentioned on The Tonight Show, The Late Show and Saturday Night Live. He has also been named one of the 50 “Most Creative People” by Ad Age Magazine with his partner Sara Hyman, CEO, North America. Tosh received a BA in economics and journalism from UNC Chapel Hill. He is an instructor in the SVA Masters in Branding Program, serves on the Type Directors Club Board of Directors and lectures throughout the World.

James is Creative Director at Jones Knowles Ritchie. He is responsible for overseeing all aspects of creative, working with global clients such as Dunkin Donuts, Kraft Heinz, Unilever, and Unicef, as well as mentoring and building the creative talent within the business. In the past 15 years, James has worked with many ambitious brands across many sectors and continents. He’s defined a brand for the undefinable — Zaha Hadid Architects, worked with the Revlon team to reposition the cosmetics brand Almay for today and more recently led the team that re-established Dunkin Donuts as an American icon. Alongside global brands, James has worked for cultural and social organizations, such as Run For America, a political change organization and Water Unite, an initiative from the UN that aims to end water poverty by 2030. His work has been recognized by Cannes, D&AD, ADC, One Show, Dieline and more. He has also spent time teaching at the Miami Ad School.

Taylor is a senior designer at Jones Knowles Ritchie with over six years of experience designing for brands. Her client list spans fashion, non-profits, and QSR, including household names such as Old Navy, the Jane Goodall Institute, and most recently Dunkin Brands. She previously worked as a designer at Pentagram and Chandelier Creative before joining JKR in 2018. Taylor graduated from Parsons School of Design in 2015 with a degree in Communication Design and is originally from the greater Indianapolis area. Her work has been recognized by One Show, Cannes and Dieline amongst others.

Esther Li is a New York-based, Boston bred senior designer at Jones Knowles Ritchie. Over the past seven years, Esther has been specializing in branding and packaging design at agencies around the city including Collins, Sagmeister & Walsh, and RoAndCo. She has worked with a range of clients from Target, Chobani and Dunkin’ to Unicef and her work has been recognized by One Show, D&AD, Cannes and Dieline amongst others. She was also included in 2019’s Pitch Fanzine as “stand-out talent making their mark right now.”

Sarah is Partner and Creative Director at Beardwood&Co, setting the creative vision for brands from new launches to established leaders. She is focused on meaningful collaboration with clients, uniting strategy and design to unlock their full potential for growth. Recent projects include a brand reboot for EOS (Evolution of Smooth), global packaging for Hill’s pet food and Sabra, and a redesign that boosted Honest Tea’s growth by 64%— earning one of the first Nielsen Design Impact Awards. She has partnered with brands leading the way to a more sustainable world including Seventh Generation and S’well Bottle. She has lead design for Westin Hotels, Pottery Barn, Sperry, and Lego. Her work has been featured in the New York Times, Wall Street Journal, Fast Company, Ad Age, the Dieline, HOW, Print and more.