The Basic

The Basic is a hospitality and lifestyle brand inspired by the Japanese philosophy of Ma - the consciousness of space, structure, and balance. Pemberton designed, directed, and developed a unique brand identity system to extend across a variety of digital and physical touchpoints. In addition to branding, Pemberton designed and developed a responsive website and blog, digital press kit, and fully comprehensive brand toolkit. The Basic is currently private, with plans to publically open several projects pending construction.