[ABOUT]
It all started with a Spark.
BADEN was born from a lifelong love of expression—where drag, design, and direction collided. What began as a search for self became a studio that helps others bring their universe to life.
[our orgin]
From Sergio, Founder of BADEN:
I’ve always been drawn to the spaces in-between—where business meets art, identity meets expression, form meets feeling. My creative journey began in the world of startups, where I learned how to build from scratch. At the same time, I was stepping into drag—discovering an entirely different kind of creation. One taught me to lead with vision, the other to live with authenticity. Together, they revealed a truth I carry into every project: everything is a creation.
That truth became my compass as I explored the deeper mechanics of transformation—studying brand strategy, creative direction, and identity-building. It led me into coaching, and into the halls of a major branding firm where I saw how culture is shaped behind the scenes. And I saw the gap: too often, the unconventional voices—emerging artists, small businesses, bold dreamers—were left out of the room. So I set out to build a different kind of table—and invite them to it.
Each city I’ve called home shaped a layer of me. San Francisco gave me fluidity and freedom. Los Angeles showed me how influence becomes mythology. And New York—where it all converged—taught me integration. But underneath it all, from the very beginning, a quiet knowing was guiding me: my spark. to bring dreams into reality. That knowing wasn’t a discovery at the end of the road—it was the current running through every chapter.
BADEN is the expression of that spark.
A creative studio rooted in the art of transformation.
A place where vision becomes form.
Where brands are beings.
Where clients become collaborators.
where every project, is its own universe
—designed with soul and built to resonate.
[OUR Promise]
To transform raw vision into radiant realities.
[our philosophy]
We believe everything is a creation—your brand, your space, your presence. When shaped with care, each becomes an invitation to be seen, to belong, to lead.
BADEN was born from the truth that identity isn’t fixed—it’s a force. Our role is to align who you are with what you’re building, moving beyond aesthetics into intention. Every detail speaks. We make sure it speaks you.
This work isn’t about perfection—it’s about resonance. And when you create from your core, the right people feel it.
[How we Operate]
We work project by project, tailoring each collaboration to your vision, pace, and purpose. It starts with understanding your essence—what you're building and why it matters.
We don’t follow templates. We build what your project truly needs—whether that’s brand, business, space, or story—always with a holistic, intentional lens.
[OUR team]
THE BADEN BLACK BOOK
Every project is led by Sergio—guiding the creative direction and experience from start to finish.
We build custom teams for each project, pulling from a trusted network of queer creatives known as the BADEN Black Book. Our approach is collaborative, fluid, and partnership-driven—designed to support your vision with the right people, at the right time.
