Who We Are




For starters, nothing’s missed. Our award-winning philosophy is based on a simple idea. We start with keen eyes and a deep curiosity to investigate how your firm might best communicate. We’ve been trusted by many of the world’s most influential companies because of how we listen and the accuracy of our execution. From the start, we get to know you. Together, we establish a set of parameters and a solid framework against which we develop strategy, visual concepts, core story, and verbal content. In today’s multi-channel world, having concrete, workable plans save time and naturally protect budgets.



At BaselineGroupNY, we’ve spent over 18 years focused on the unique needs of the world’s leading brands. We consistently achieve award-winning creative solutions through curiosity, understanding and exploration. We start with a keen desire to listen to clients and communicate better across a project’s life cycle. We start by getting to know you. Understand your particular needs. Monitor project goals. With you, we set clear parameters that are the framework for strategy, visual concepts and execution. Our suite of services is carefully designed to meet a full range of marketing needs—from brand story, to content development, to design architecture, to implementation and production.




We reject templates and visual clichés because the public today is sophisticated. We know people don’t buy “stuff.” They buy, or connect with, brand personalities that resonate with them emotionally. Not sure? Just think about where you bought your coffee this morning. Think about how many cups of coffee you passed up to get that one special brew. That’s the power of good branding. At BGNY, it’s our business to make you look good by creating targeted and impactful materials that effectively carry your brand to audiences who should care.



Our deliverables include web design and programming, the full range of print collateral, brand identity (logo, stationery), content development and copywriting. Whatever the final product, our 4-phase process lets us structure the work and stay focused on precise strategic needs from the start. Read More.



Great branding means you’re visible and gossiped about in the best sense. At BGNY, our first goal is making sure the world knows what’s exceptional about your brand so you can evolve how you keep your promises, while deepening trust and loyalty. Our team’s expertise means we can easily integrate branding and design campaigns across any business environment and platform, using both traditional print solutions and new media. From strategy to implementation, our creative process has lots of moving parts. Best of all, our team includes you and your team. Collaboration and dialogue start to finish inform every relationship.



At BaselineGroupNY, exceptional client service is the heartbeat of the organization. Leading brands consistently turn to us for our principals-only execution and focused, responsive process. What does it mean that we have no bureaucracy and answer our own phones? Your needs are addressed at once. And nothing gets lost in the shuffle. Read More.


Darcy A. Flanders

Darcy A. Flanders

Founder/Chief Design Officer

As founder and chief design officer of Baseline Group NY, Darcy is the visionary, project strategist and project manager. Her strength lies in the ability to interpret clients’ spoken goals and translate then into impactful and targeted design solutions. Darcy can pull together and manage the right team for your project. Her passion for design is contagious and her emphasis on teamwork leads to great collaborative solutions. Drawing on 29+ years of expertise, you can count on Darcy to lead an information-oriented, responsive and time-sensitive creative process that considers the big picture and instinctively understands the importance of the smallest detail and the strictest schedule.

Darcy has envisioned and managed large-scale branding initiatives for Citigroup Alternative Investments, Goldman Sachs, Citi Private Bank, HSBC and Deutsche Bank. Darcy’s extensive knowledge of pre-press and print production infuses her approach to design planning and implementation.

Her work has received numerous awards including the Financial Communications Society, Society of Technical Communication, the Association of the Graphic Arts, and Graphic Design USA, as well as numerous awards for her entrepreneurial spirit and leadership.

Brenda Fiorentini

Brenda Fiorentini

Creative Director & Project Manager

Brenda has art directed projects such as the branding systems for Citi Alternative Investments, Forester Capital, Kelso & Company, Court Square Capital Partners and StepStone Global. She also directed Deutsche Bank Americas Foundation annual report, fund launch collateral for Goldman Sachs Asset Management, Citi Private Bank Capabilities Brochure, and signature materials for the Aircraft Finance and Sports Finance teams. She has also developed and produced branded materials for annual meetings and events for numerous clients in the financial services arena and informational graphics installations for Memorial Sloan-Kettering Cancer Center.

Brenda’s excellence in project management allows her to effortlessly juggle all aspects of a large-scale project with accuracy and efficiency. She has a passion for tackling projects that require attention to detail and an ability to design information-driven publications that are both readable and effective. Her excellence in design has been recently honored by Step Inside Design, The Financial Communications Society and Graphic Design USA. Brenda’s fresh and innovative design sensibilities, expertise in information design, branding and her unparalleled skills in managing scheduling with grace are well suited for any project.

Additionally, Brenda specializes in the latest technological tools for analysis and workflow efficiency. She consults with c-suite leaders of companies and non-profits in areas of marketing and business performance, management applications and other operational processes.

René Florville

René Florville

Digital Design Director

Rene has designed PowerPoint presentation for numerous financial services clients such as Citi, Goldman Sachs, Canterbury Consultants, ICAP and Maples Fund Services. The largest PowerPoint project Rene designed was a 75-deck PowerPoint system for American Century. He designed all of the diagrams, graphics and flowed all of the content on every page. René also advises clients on all aspects of online technologies and interactive solutions: content strategy, search engine optimization, social media, web standards and content management systems. Working closely with the creative and web development teams, René helps to optimize all client websites and facilitates the technical/content objectives for assigned web projects. He is also responsible for communicating with the client and the development teams and managing web projects from inception through completion.

René is able to do this as a result of being a multi-disciplined award-winning designer,
with experience spanning both print and interactive design. Over his 18 years as a
designer, René has worked on branding initiatives, print collateral, corporate identities and web design to cite a few. René’s experience also allows him to interface with clients and coordinate with vendors on an array of projects for small businesses to Fortune 100 companies. René’s strength is ensuring that client direction is woven into fresh and innovative design approaches while making sure legibility and usability are the priority.

Matthew Belloise

Matthew Belloise

Graphic Designer

Matthew is the newest member of our team. His unique perspectives add a dash of youthful spirit to his design. Working with the highly influential professionals at Baseline for the past two years, Matthew has shown continual growth as he learned to combine his creative writing and his graphic design skills on a variety of projects. Matthew has worked on designs for Forester Capital Management, Imperial PFS, Lob Planning Group and many others. He has also taken on a role as Project Manager for clients such as The Zander Neuhaus Memorial Scholarship Fund, J. Gregory Coleman Group, Mahin Impressions and Mobile Anesthesia Services Concepts (MASC).

Eileen Sutton

Eileen Sutton

Award-Winning Financial Content and Story

The world is talking story and financial brands are listening. Social-media and digital realities have put an end to “bullhorn” marketing and transformed how brands communicate. Prospects no longer fall in love with services. They fall in love with a targeted, relevant story told consistently across myriad and complex touch points. Eileen routinely leverages these new realties for her B2B, B2C and institutional clients.

An award-winning financial story architect and content developer, Eileen has spent 17 years helping influential brands speak human, get out from under their numbers, and develop authentic client-first communication solutions to deepen engagement and profitability.

Relationships include HSBC, Merrill Lynch, Morgan Stanley Alternative Investments, American Express, TD Ameritrade, TIAA-CREF, and countless others. Whether working solo or scaling out larger teams, industry leaders trust her because her principals-only execution and client service honor the highest standards. Her expertise touches alternative investments, consumer and business banking, private wealth management, investment banking, brokerage, retirement, insurance, private equity, hedge funds, asset management, financial publishing, and financial technology.

Eileen likewise edits the award-winning thinkMoney magazine, published by T3 Custom for TD Ameritrade. In partnership with BaselineGroupNY, she was the recipient of a 2015 Financial Communications Society content award on behalf of Sterling National Bank.

Based in New York, Eileen has written on content strategy for CMI’s Chief Content Officer, the Content Marketing Institute, and the Journal of Financial Advertising and Marketing. Her various story podcasts can be found on the BrightTalk platform. She also created the only Linked In group dedicated to financial-services story creation.

Steeped in the construction of narrative, Eileen holds an MFA in Creative Writing from New York University. Her strategic partners include BaselineGroupNY, T3 Custom in Seattle, and Andigo New Media.

Paulina Tracz

Paulina Tracz

Freelance Graphic Designer

Serving as the visual voice of the spa and wellness industries, Paulina Tracz is a results-driven designer and art director passionate about helping people and businesses thrive. Specializing in clean, simple and elegant designs, she works to evoke a sense of emotion while telling a compelling brand story. She cares deeply about promoting wellness for the common good of our world and contributes her energy to global projects spanning across cultures and continents.

Ricardo A. Black

Ricardo A. Black

Presentation Strategy & Design Consultant

Ricardo is a communication master, specializing in presentation strategy, presentation training and coaching, publishing, and self-empowerment. His prolific communication career has spanned over 20 years, collaborating with Fortune 500 marketing and pharmaceutical firms around the world.

Ricardo believes that destiny is a matter of choice, not chance. To this end, he endeavors to help others achieve self-mastery, all for the making of a better world.

Ricardo excelled in graphic communication arts technology at New York University; graduated summa cum laude in Psychology from Ashford University; and is currently earning an MBA in Marketing.

Maggie Gerrity

Maggie Gerrity


Maggie is in charge of overseeing the daily accounting operations of our business and prepares all necessary information to help with our strategic financial planning.

Maggie is the friendly voice on the phone when we are setting up billing systems, preparing invoices and keeping track of receivables. In short, the rest of us use the wrong side of the brain to talk money matters, they are best left to Maggie.


I wouldn’t plan any major event at the Thomson Corporation without first knowing that I would be able to utilize the resources, skills and dedication of the team at BaselineGroupNY. Each activity we engaged in with them was iterative in its content development and Baseline accommodated that challenge by always remaining open for change. They helped us achieve the best possible results under the craziest of deadlines.

Ro Pavlick – Senior Vice President, The Thomson Corporation

BaselineGroupNY is a dynamic and creative team of professionals. Darcy Ann Flanders has instilled the highest standards for excellence throughout Baseline and since first meeting her in 1996, I have always received superior results that were on time and on budget. The fact that she is a pleasure to work with and communicates well throughout any client organization is an added bonus.

Laura Garner – Partner, SailingStone Capital Partners

BaselineGroupNY has provided HSBC’s Private Bank and Wealth Management with creative solutions and exemplary service for more than four years. Our marketing materials require both design excellence and attention to detail, which Baseline delivers time and time again. Baseline’s ability to interpret information, handle iterative content development with accuracy and care, and respond quickly and flexibly to change is of utmost value to us.

Michiko Kurahashi – Senior Vice President Head of Marketing and Communications, HSBC Private Banking and Wealth Management Services – Americas

BaselineGroupNY has an uncanny ability to transform text-heavy content into a visually attractive and highly readable publication. Our design and production schedules are often unreasonably compressed, but Baseline always comes through and delivers on schedule. As a firm, Baseline has become quite adept at juggling projects, changing schedules on short notice, and managing our last-minute changes through the entire design and production process. Their designers are very creative and exhibit a high degree of experience and professionalism.

Daryl Twitchell – Vice President, Marketing/CPB, Citigroup


Your Name (required)

Your Email (required)


Your Message


220 East 23rd Street
Suite 407
New York, NY 10010

212.925.1656 x14