Beyond function, brands need character. addSoul uses illustration, form, colour, motion and visual rhythm to create distinctive systems with warmth, personality and memorability; helping thoughtful brands build recognition, trust and retention.

Design should make things easier to understand, use and remember. addSoul reduces complexity to reveal clearer signals; creating brand identities, iconography and visual systems that help organisations communicate with consistency, structure and intent.

addSoul starts by looking for what is real: the purpose, context, audience, offer and underlying value behind a brand. Through tools like Signal Scan, the studio identifies what matters most before shaping identity, iconography, illustration or visual systems.

addSoul design studio is an independent brand identity and visual systems studio based in the Greater Sydney / Wollongong region of Australia.

Founded by Danish designer Bo Virkelyst Jensen, also known professionally as Bo V. Jensen, the studio has roots in Vejle, Denmark and Berlin, Germany, and works with clients locally and internationally.

addSoul specialises in brand identity, bespoke iconography, illustration-led visual systems, motion-aware identity assets and interactive visual design for agencies, startups, in-house teams and thoughtful brands.

addSoul design studio

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addSoul design studio

Org chart

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