addSoul design studio - About addSoul

Hello, Hejsa, Guten Tag!

addSoul is an independent creative studio based in Wollongong, Australia, led by danish designer and art director Bo Jensen.

The studio specialises in illustration-led branding, iconography systems, motion-aware identity design and interactive visual experiences for agencies, startups and forward-thinking businesses across Australia and internationally.

addSoul design studio focuses on creating thoughtful visual identities with clarity and long-term flexibility – balancing concept, craft and experimentation across digital and physical environments.

Over the years, the studio has contributed to projects spanning technology, finance, telecommunications, publishing, culture, government and interactive media, collaborating with global brands, startups, agencies and internal product teams.

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

Collaboration

addSoul regularly collaborates with agencies, startups and internal product teams across Australia, Europe and the United States.

Projects can range from standalone illustration systems and motion assets through to embedded creative direction and long-term visual identity support.

The studio is particularly interested in projects involving:

•Sustainability

•Technology

•Culture

•Games and interactive media

•Motion identity

•Digital products

•Experimental visual systems

Mentoring & Startup Collaboration

Alongside studio work, Bo volunteers 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.

Approach

Some projects begin with a rough idea and evolve through experimentation. Others require structured systems designed to scale across products, campaigns and interfaces.

In both cases, the focus remains the same: creating distinctive visual work that feels considered, flexible and genuinely useful over time.

Quality over quantity.

Based in Wollongong, Working Internationally

While based in the Illawarra region on the South Coast of New South Wales, addSoul works remotely with clients and collaborators across Sydney, Melbourne and internationally.

The studio is available for:

•Agency collaborations

•Freelance creative direction

•Visual systems development

•Illustration systems

•Motion identity projects

•Interactive visual concepts