Debbie Millman’s ongoing project “What Matters,” an effort to understand the interior life of artists, designers, and creative thinkers, is now in its third year. Each respondent is invited to answer ten identical questions and submit a nonprofessional photograph.
Min Lew is an award-winning executive creative director and managing partner of BaseNYC. She builds brands with founders, directors, and CEO’s to create cultural relevance and lasting influence for companies, institutions, and organizations.
What is the thing you like doing most in the world?
I love taking walks in my head, which is a form of flow state for me. It’s where I connect the dots, sketch out ideas, try to listen carefully to my intuition… or simply brainstorm constant what-ifs for projects. It’s a place where I can be free and not too precious and get the perspective and clarity that I need.
What is the first memory you have of being creative?
The moment I saw my grandmother doing calligraphy, I was obsessed. From grinding down the solid ink stick with water on the stone palette to create the perfect ink density, to carefully constructing letter forms in a meticulous yet free-flowing manner, it was captivating. I did calligraphy throughout my lower school years and even participated in competitions. Little did I know back then that I would eventually make a career out of letterforms and their meanings.
What is your biggest regret?
I wish I had renovated before moving into our current home seven years ago. I should not have procrastinated!
How have you gotten over heartbreak?
Wow, I haven’t thought about that in a long time. Knock on wood. Heartbreak has been a brutal teacher, but music and buckets of mint chocolate chip ice cream have been my solace.
What makes you cry?
I cry when I feel trapped. When I don’t feel the freedom or the ability to make an impact on what I believe matters, I feel helpless and stuck.
How long does the pride and joy of accomplishing something last for you?
It lasts a long time for me.
I am all about things that last. I’ve always been drawn to building something that will endure beyond the moment. This is why I love my career in branding—helping organizations define their core identities in the minds of their audiences. Identities are not something that change seasonally; they are foundations that stand the test of time.
The same goes for building Base. I’ve been pouring a lot of energy into cultivating strong leaders, a thriving culture, and an identity that goes beyond projects and clients.
What brings me the most joy is seeing the fruits of our collective labor thrive over time. Whether it’s watching brands we’ve helped define grow and flourish in the world, or seeing Base’s team and culture evolve year after year, it fills me with pride and happiness. And because it takes so much time and effort from so many people to get to this point, I like to privately savor the celebration.
Do you believe in an afterlife, and if so, what does that look like to you?
No afterlife. I believe in “One life”. At the end of this life, I want my ashes scattered in the Caribbean Sea on a very sunny day.
What do you hate most about yourself?
I cannot sing. I wish I could sing…well. And I don’t even mean like Beyonce. Just enough to hum along my favorite song, to sing out loud on a road trip, or to join the fun on a goofy night out at a karaoke.
What do you love most about yourself?
My intuition. That gut feeling that just shows up, and even though it takes work to decode and understand sometimes, I trust it and love how present it is. While I grew up in a household that emphasized reason and intellect, I’m learning to appreciate my intuition as a strength and making a conscious effort to give it space to listen to it.
What is your absolute favorite meal?
I am still grinning about my latest adventure in Maine last summer, where I learned how to properly shuck oysters. There’s nothing quite like enjoying a simple platter of freshly harvested oysters that you’ve shucked yourself—pure, simple, and delightful.
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