[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 in-between places—where business meets art, where identity meets expression, where form meets feeling. My creative journey began in the fast-moving world of startups, where I learned how to build something from nothing. At the same time, I was stepping into the world of drag—discovering an entirely different kind of power. One taught me how to lead with vision, the other how to live with authenticity. Together, they revealed a truth I carry into every project: everything is a creation.
From there, I immersed myself in the deeper mechanics of transformation. I studied brand strategy, creative direction, and identity-building—work that led me into the world of coaching and into the halls of a major branding firm. I learned how culture gets constructed behind the curtain—and I saw the gap. Too often, smaller businesses, emerging voices, and unconventional creators were left out of the room. So I set out to build a different kind of table—and invite them to it.
My path moved through San Francisco, where I found fluidity and freedom. Then to Los Angeles, where I saw how people with influence build myth and meaning. And now to New York, where it all converged. Here, I’ve created a universe that makes space for all of me—creative director, drag artist, strategist, coach and designer.
But it wasn’t until I turned inward that I uncovered the thread running through it all. In the stillness of that search—beyond roles, accolades, or ambition—I found my spark: to birth dreams into reality. Not just imagined, but brought into form—felt, seen, and lived. That shift changed everything. Creation stopped being a skill and became a way of being.
BADEN is a vital planet in my universe. A creative studio rooted in the art of transformation. A place where vision becomes real. Where clients become collaborators. And where every project becomes its own world—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.
