Daniel Peterson is the founding partner and creative director of the Melbourne arm of Base Design, an international network of independent creative studios specialising in branding, communications, and digital. His work spans industries and scales, always centred on delivering impactful solutions through unexpected outcomes.

At Base, he has led a wide range of projects in the arts, including work for Apple, the Art Gallery of South Australia, the Biennale of Sydney, the Bob Dylan Center, The New York Times, The Prince Estate, Westspace, and more.

Before establishing Base Melbourne in 2020, Dan was a creative director at Base New York and worked at influential design consultancy 2x4 and the renowned Melbourne studio, Studio Ongarato. His work has been awarded by D&AD, Type Directors Club, International Society of Typographic Designers, and The Australian Graphic Design Association, to name a few, and in 2012 he was named an ADC Young Gun.

Outside the studio, Dan has worked as a lecturer and led workshops at The New School's Parsons School of Design and Columbia GSAPP in New York, as well as Swinburne University in Melbourne. He currently sits on the advisory board of media research lab Harmony Labs.