addSoul design studio | Brand identity, iconography & illustration systems. - About addSoul

Hello, Hej, Guten Tag

I’m Bo V. Jensen, the Danish designer and creative director behind addSoul design studio.

I work across strategy, identity, iconography, illustration and visual systems; helping businesses and organisations clarify what matters, then make it visible when design is the right tool.

Strategy before output. Craft all the way through.

A design brief often describes the requested solution, not the underlying problem. My role is to question that distinction before making anything.

Sometimes that means refining the brief. Sometimes it means recommending a smaller intervention. Sometimes the issue sits beyond visual design altogether.

When design is the answer, I carry the thinking through to the finished system.

The person asking the questions is also the person making the work.

Independent by design.

addSoul is intentionally small.

You work directly with me - from the first conversation through concept, refinement and implementation.

No handover between strategist, creative director and designer.

For larger projects, I work alongside agencies, internal teams and specialist collaborators without adding unnecessary layers around the work.

Craft is where the thinking gets tested.

Strategy establishes what something should do.

Craft determines whether it actually works.

An icon needs to remain clear when it becomes small. An illustration system needs enough structure to grow without losing character. An identity needs to work beyond the presentation that introduced it.

The details are not separate from the thinking.

They are where the thinking becomes real.

Denmark. Berlin. Wollongong.

My work has taken me from Vejle, Denmark to Berlin, Germany and now Wollongong, Australia.

Along the way I have worked with international organisations, agencies, digital products, startups and independent businesses.

Selected experience includes T-Mobile, Commerzbank and WIRED.

Different scales bring different constraints. The underlying task is often similar:

Understand what matters. Remove what gets in the way. Make the important parts work together.

Work with addSoul.

You do not need a finished brief or a predetermined solution.

If something has changed, feels unclear or no longer quite adds up, that is enough to start a useful conversation.

Start a conversation

Specialisations

• Brand identity refinement

• Iconography systems

• Illustration systems

• Motion-aware identity design

• Proprietary visual IP to strengthen recognition and consistency

• Interactive visual concepts

• Art direction

• Visual systems

• Product and interface visuals

• Experimental digital aesthetics

Mentoring & Startup Collaboration

Alongside studio work, I volunteer at the University of Wollongong iAccelerate program at Innovation Campus. Mentoring founders and early-stage startup teams in branding and visual identity development.

These sessions focus on helping startups develop clearer visual positioning, scalable identity systems and stronger communication across digital products, presentations and investor-facing materials.

Working closely with founders and innovation teams also helps keep addSoul connected to emerging technologies, evolving digital products and future-facing creative ecosystems.