We spend a great deal of time nurturing relationships, studying emerging trends and corporate needs, and keeping an ear to the ground in the various communities we serve. We look forward to hearing about what keeps you up at night and how we might assist.
By stepping into your world and listening intently, we stretch, push and reshape to crystallize your vision and activate your strategy.
Branding, story, design & digital,
that’s what we offer.
For more than two decades, we have been trusted to meet the unique needs of the world's leading and emerging brands through collaboration, communication and execution.
Whether you are seeking help with one project, filling a resource gap, or considering outsourcing your marketing communication and production, we can assist to create a unified, seamless, client-centric experience across channels and activities.Full List of Services
Darcy A. Flanders
Founder & Chief Brand Strategist
Darcy is the firm’s chief project strategist and oversees planning at the highest levels. Her greatest strength is visionary—interpreting client goals, and translating them into impactful, targeted design. Her visual passion is contagious, and her focus on teamwork has led to many successful client collaborations. Drawing on nearly 25+ years, Darcy consistently creates a goal-driven, deadline-sensitive process that integrates the big picture and the smallest details—essential in financial-services marketing.
Her thorough understanding of pre-press, print production, digital, and interactive solutions informs her careful approach to planning and implementation. She has managed large-scale projects for Citigroup Alternative Investments, Goldman Sachs, Citi Private Bank, HSBC, and Deutsche Bank, among others.
The industry has been generous. Darcy’s work has been honored by the Financial Communications Society, the Society of Technical Communications, the Association of the Graphic Arts, and Graphic Design USA.
Brenda has been with BaselineGroupNY since the firm opened in 1997. She has deepened her role as creative director with a terrific flair for typography and content organization. She has art-directed complex projects such as the Deutsche Bank Americas Foundation annual report, a fund launch for Goldman Sachs Asset Management, and a Citi Private Bank capabilities brochure.
Brenda’s passion is making the complex clear, and tackling large, multi-channel projects that require careful attention. She is skilled in making information-driven documents readable and effective.
She’s been honored by Step Inside Design, The Financial Communication Society, and Graphic Design USA. Her fresh, innovative design sensibilities, her expertise in information architecture, her unparalleled skill and grace in project management, and her technological understanding of analytic tools and workflow efficiencies, mean she’s prepared for today’s complex challenges in financial marketing and branding.
Digital Design Director
Matthew’s unique perspectives add a dash of youthful spirit to his designs in both the digital and printed realms. Working with the highly influential professionals at BaselineGroupNY since 2012, he has applied his wide range of graphic design, creative writing, and website development skills on a variety of projects for Arsenal Capital Management, McKissack & McKissack, Apollo Global Management, Lincolnshire Management and many others. He has also taken on a role as Project Manager for clients including Sun Capital Partners, The Zander Neuhaus Memorial Scholarship Fund, J. Gregory Coleman Group, Mahin Impressions and Mobile Anesthesia Services Concepts (MASC).
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.
Tanya is a multitalented creative leader with a passion for creative problem-solving. She serves as a dedicated partner to clients and internal team members, delivering solutions that exceed goals, are on time, and within budget.
She has experience leading creative teams and managing multiple brands simultaneously with a hands-on approach. Working in both design agencies and in-house teams, she has been an active participant throughout all phases of the creative and marketing process including project and account management, concept, design, production, and client services with experience in direct and digital marketing, brand development, packaging, digital design, and more.
Most recently serving as the Visual Design Lead within the Sterling National Bank Marketing Department, Tanya collaborated with various areas of the organization to develop and produce internal materials as well as external sales, event, and marketing collateral, that were in compliance with regulations. In addition, she was responsible for maintaining Sterling’s visual identity, managing external resources such as freelancers and print vendors, and assisting with daily operations including billing and creative asset management. She was also involved in the development of internal processes and procedures surrounding the creative process.
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.
Senior Financial Writer
Scott Wentworth is the founder and head financial writer at Wentworth Financial Communications, a firm that partners with BGNY and provides thought-leadership and marketing writing for firms throughout the investment industry. Drawing on his journalistic training, marketing background, and extensive knowledge of the asset management and investment banking industries, Scott is passionate about helping firms articulate their expertise and define their differentiation through white papers, blogs, investor letters, videos, and other forms of content marketing. He founded WFC in 2015 after serving as the head marketing writer at William Blair & Company, a global asset management and investment banking firm. Scott has a BS in economics from the University of Illinois and a master’s from Northwestern University’s Medill School of Journalism. In addition, Scott passed the Certified Financial Planner exam and earned the Claritas Certificate from the CFA Society.
Director of Technology
Mark is a digital media, internet and mobile app producer with more than twenty years of experience in graphic design, information architecture, information design, HTML authoring, audio and digital video production, licensing and copywriting. His career in multimedia began with Warner New Media, one of the first of two companies creating interactive media, and continued with Time Warner until the founding of Arroyo Design in 1997. Mark has worked on a variety of platforms, including CD-ROMs, interactive television and the Internet and over a large range of content, including entertainment, health, sports, e-commerce and education/non-profit.
Marketing & Communications Professional
Anne is a seasoned marketing/communications professional with extensive experience in financial services marketing. She started her career in the life insurance industry in Europe, but for much of the last 30 years has worked directly in or consulted to the asset and wealth management industry. Anne’s marketing experience spans the institutional, intermediary, high-net-worth, and retail investment channels, but her current primary focus is working with institutional money managers to develop of their marketing strategy, content, and communications skills. Anne holds a B.A. Economics (magna cum laude) from the University of Dublin, Trinity College and the Certified Diploma in Accounting & Finance (Bronze Medal Winner) from the Association of Chartered Certified Accountants. She has also completed the CFA’s Investment Foundations Program.
Story Architect and Content Writer
Sasha has always honored the power of words. When the other kids were tearing up jungle gyms, she ditched a lot of sunlight to write. Today, leveraging graduate training in creative writing, she’s fascinated by narrative structure, and story’s right-brain power to reach financial audiences beyond facts and figures.
She was also ahead of the curve. Before it was fashionable, twenty years ago, Sasha was helping leading financial brands speak human, get out from under their numbers, and develop authentic client-first stories to deepen engagement. Sasha has developed strategic stories for firms that include Morgan Stanley Asset Management, Fisher Investments, Galliard Capital Management, Kemper Insurance, Davidson, Kepos Capital, ICV Capital partners, and others. In partnership with T3 Custom in Seattle, she was an exclusive content provider for HSBC Customer Experience in London across key retail channels. She also edits the award-winning thinkMoney magazine for TD Ameritrade. Her creative work has been honored twice by the Financial Communications Society.
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.