About Baseline

Our story

After years of consulting work ranging from small businesses to the largest banks in the world, our founder Gilli saw a repeating pattern: it's incredibly hard to stay on-brand. Every business needs to manage brands, whether for their business, products, or clients. Every brand comes with logos, fonts, colors, and guidelines. But making it all work together so everybody can use and contribute is a major headache.

Creating a simple Instagram post to celebrate a holiday would become a multi-day project involving managers, designers, and marketing personnel who all had to be involved in every post. It didn't have to be like that.

So we started building Baseline, a tool that did things for you: creating brand guides, generating assets, making decisions on your behalf. It worked great for getting started quickly, but we kept hearing the same feedback. Teams wanted control. They wanted flexibility. They wanted to organize their assets their way, not have the system dictate how everything should work.

The old system was too rigid. It made assumptions about how you wanted to work. But every team is different. Some need strict brand controls, others need creative freedom. Some manage one brand, others juggle dozens. Some work alone, others collaborate across continents.

So we evolved. We kept what worked: making brand guides beautiful and easy to create. But we added what teams actually needed: intelligent asset organization, powerful collaboration tools, and the flexibility to work however makes sense for your team. Baseline became a place where your brand assets live, grow, and stay accessible to everyone who needs them.

What makes Baseline different

In a world where AI is generating more content than ever, we need better systems to check quality and maintain organization. Dropbox and Google Drive are great for storing files, but creative teams need more than cloud storage. Traditional DAMs like Brandfolder are powerful, but they're built for enterprises with complex setup processes and high costs.

Baseline sits in between. We're purpose-built for small to mid-market creative and marketing teams who need intelligent organization, automated quality control, and streamlined approvals, not just another folder structure.

We believe in transparent pricing. All our plans are clear and upfront. No hidden fees, no surprise charges, no "contact sales" mysteries. You know exactly what you're paying for.

Where we're going

The future of creative work is AI-assisted, and teams need better places to organize and publish what they create. We're building Baseline to be that place.

Imagine creating content anywhere, in ChatGPT, Claude, Figma, or Canva, then bringing it to Baseline where it's automatically organized, tagged, and ready to share. Your asset library becomes a living system that connects to the tools where creation happens, not a separate place where files go to die.

Most DAMs are still stuck in the old model: expensive, locked down, built for enterprises. We think the next generation of digital asset management should be open, connected, and accessible to teams of any size. A place where your brand guide is beautiful and flexible, your content is organized intelligently, and everything is ready to use however you need it.