Creative web design agency Mud has launched a new brand and website for Base Structures, capturing the bold technical ambition of the team and the extraordinary complexity of their projects.

The brief

Base Structures came to Mud for a new website, but the initial groundwork revealed a bolder, more ambitious brand needed to take shape before any digital design thinking could begin.

Base is a market leader in tensile fabric structures. Self-described problem-solvers, their creative rigging and tensile fabric expertise delivers one-of-a-kind, immersive structures, canopies and large-scale installations. 

Their work has transformed spaces for a high-profile client roster, including Zaha Hadid Architects, the Science Museum, RAID Museum Denmark and Lord’s Cricket Ground. 

The existing website served as a functional catalogue of their projects to date, but told none of the story when it came to the transformative effect of their work. To attract higher-profile, design-motivated audiences seeking bespoke solutions, Base needed a stronger brand and presence that captured their extraordinary edge.

Jacob Little, Marketing & PR Consultant at Base Structures, said:

“Mud brought an understanding from the outset that this project was more than just building a new website. The team responded to the brief with proactive, strategic ideas that balanced creativity with the need to evolve our positioning in a way that felt authentic to the business. They arrived full of ideas and successfully captured the balance between our creative ambition and showcasing the technical delivery of often complex work.”

The creative idea and identity

In early discussions with the Base team, Mud felt the opposing forces at play: the tension in the rigging of tensile fabric structures themselves, but also in the process of design and engineering, where creative ideas needed to be balanced with technical precision. The idea that ‘tension builds’ acknowledged the specialist expertise that Base Structures owns in the built environment sector.

Matt Powell, Creative Director at Mud, said:

“Engineering, manufacturing and rigging at height — in the discovery phase, we were struck by the sheer nerve and creative ambition alive in the Base team. When a client has a brand pillar of ‘experts in extraordinary’, you know it’s going to be a lot of fun.

“The idea that ‘tension builds’ — found in the force that defines tensile fabric engineering, and in the moments of suspense as their large-scale structures are realised — became the core theme in their new visual identity. It captures what sets them apart from typical architectural responses: the interplay between dynamic forms and forces.”

Mud evolved the original brand colours to be digital-first, expanding the palette with bright accents of blue and electric purple. The gothic sans serif PP Mori typeface was chosen for its subtle character, balancing a modern, functional feel with unexpected details. 

Linear graphic elements respond to user behaviour throughout the site, with lines that warp, stretch and bounce in response to scrolling — bringing the feeling of tension directly into the digital experience. Subtle zoom mechanics draw users progressively into the work, emulating the immersive experience of Base structures themselves.

The website build

Alongside the visual experience, Mud built a flexible content system to support Base’s growth. A functional blog gives the team a platform to showcase projects and share expert insights, while an archive of 150+ historical projects (hidden from end users but accessible to the sales team) preserves the depth of their back catalogue. The whole system is powered by Craft CMS, giving Base the ability to update content as new projects and service lines develop.

The result

The result is a bold, confident brand identity that feels true to the team spirit, and a digital experience that goes big on impact — inviting their audiences to marvel at the scale and artistic ambition of Base Structures’ hero projects.

Matt Powell said,

“This project was a perfect example of client/agency collaboration. The result is a platform with a big, visual impact that captures just what the Base team are capable of. We’re confident it will be transformative for Base, showcasing their work to assist them in landing even more technically ambitious projects at the intersection of art and architecture.”

About Our Name is Mud

Our name is Mud. We are a web design agency based in Bath, specialising in Craft CMS. We bring a down-to-earth feeling to web design. A feeling that builds trust, focuses on the details and delivers meaningful work that has a big impact.