Hello! My name is Gabriela, but I'm better known as Gabby. I’m a designer based in Brooklyn creating identity systems for clients big and small. Rooted in conceptual thinking, my process ties curiosity and free play with research and a meticulous eye. It’s within these two worlds where I find the most interesting work can emerge.

Currently, I am a senior designer with Base.


Chinah has introduced a different type of Chinese cooking to America — one that is prepared with fresh, simple ingredients that can be enjoyed on a daily basis.

Positioned around the notion of “Everyday Tasty Chinese,” the identity is an unexpected approach to a fast-casual eatery.

● Identity, New York
Year: 2020

In collaboration with Ross Gendels and Min Lew, for Base Design

Bob Dylan Center

The Bob Dylan Center, opening in 2021, will serve as a home for the Bob Dylan Archive, comprised of more than 100,000 items spanning nearly the entire length of his career.

Centered around 20th century Americana and the spirit of music and, the identity balances his enigmatic history as a musical and literary genius.

● Identity, Tulsa
Year: 2019

In collaboration with Daniel Peterson and typographer Vincent Chan, for Base Design.

Geffen Playhouse

The Geffen Playhouse is one of LA’s famous theaters known for its original works and boundary-crossing content.

Like a performance, the identity is at times dynamic, others dramatic, but always new.
It is “Theater, at Play.”

● Branding, Los Angeles
Year: 2019

In collaboration with Inva Çota and Min Lew, for Base Design.

Today at Apple

Today at Apple is a creative initiative offered online and in Apple stores around the world with the goal of educating and inspiring customers to go further with their passions and the products they love.

Playing off of the idea of “F.O.M.O”, the system is flexible and dynamic to energize the brand.

● Branding, Global
Year: 2020



FTD is a brand with a rich past and a timely purpose, allowing small businesses to sell and distribute flowers globally.

Rooted in heritage, the identity is centered around “giving with more meaning” — speaking to FTD’s unique history while looking ahead to its bright future.

● Branding, Global
Year: 2021

In collaboration with Joseph Han and Min Lew, for Base Design.

JFK Terminal 4

JFK’s Terminal 4 connects travelers to the wide reaches of the world, but it itself has more than a mile of jet bridges, passages, and concourses.

This refresh of the Terminal’s corridors combine intricate illustrations with bold typography, creating a whirlwind tour of the five boroughs.

● Signage, New York
Year: 2017

In collaboration with Gina Shin, for Base Design.

Maximus Roman

Maximus Roman is a typeface that pairs classic Roman forms with the whimsicality of early circus typography.

Unexpected serifs anchor structured forms, creating a typeface that is at once serious and playful.
● Type Design, New York

Year: Ongoing