About

Felix

Kühl

SR. ART DIRECTOR

Hi, I'm a Berlin-based Sr. Art Director, Illustrator & Brand Designer. I create distinctive brand identities, strategic designs & visual stories that bring ideas to life.

LET ME SEE YOUR ...

Designs

Illustrations

MY MAIN SERVICES

Creative
Consulting

I offer comprehensive strategic brand consulting to support businesses in positioning and communicating their brand in the market. I develop tailored brand strategies and oversee the implementation of brand identities. My focus is on positioning brands authentically and distinctively, enabling them to stand out and succeed in their competitive environment.

Brand Design

In the field of brand design, I develop and implement targeted communication concepts and design guidelines for print and digital campaigns. My focus is on the visual execution of campaigns that effectively convey the brand message while addressing the target audience. Creating design systems for consistent branding, coherence, and visual concepts is a key part of my work to ensure clear and compelling brand communication.

Illustration

With custom illustrations for digital and print media, I help brands visualize their creative vision and strengthen their brand identity. I provide illustrations for various applications, including editorial design, packaging, social media content, and branding elements. My illustrations are tailored to the target audience and brand values, creating a unique and impactful visual experience.

Brand Development

In the field of brand development, I create comprehensive brand identities (corporate identity) that encompass all visual elements of a brand. This includes the development of logos, color palettes, typography, imagery, and brand guidelines. I ensure that all visual aspects of the brand are cohesive and effectively aligned to establish a strong and distinctive brand identity.

Future Branding

I develop design solutions that combine current trends and technological innovations to keep brands future-proof and relevant. My approach blends aesthetic excellence with modern tools and processes, including AI-driven design optimization and interactive brand experiences.
It's not just about design, but creating holistic, innovative brand experiences that adapt flexibly to both digital and print media while ensuring long-term relevance.

Art Direction

As an Art Director, I develop and oversee visual concepts and the look & feel of projects and campaigns. I take on the creative direction and guide the execution by other creatives to ensure high-quality results that align with the brand strategy. Supervising creative processes and maintaining design guidelines are essential to achieving a consistent visual language and strong brand identity.

MY PROCESS

01.

Learn &
Discover

Problem

Who are you? Who do you want to be? And who cares? Let's set the record straight so we’re working from the same starting point. Through research and detective-work, I climb high enough to see the past, present and future. Then I climb down, and get to work.

02.

Think

A brand is the promise of an experience and transcends print, packaging, advertising, and the internet. I bring that experience to life across all touchpoints. This takes collaboration, communication, a little sweat, and a firm commitment to doing things differently.

03.

Execute

To succeed, every product has to be aesthetically appealing, functional, robust, distinctive and memorable. To ensure that the right balance of these components is maintained I always stay in close contact with the client and address every project holistically.

MORE ABOUT MYSELF

Still here? Okay then more about Myself.

Ever since I can remember, I’ve been expressing myself visually. Nowadays I use this same energy to help brands of all sizes find their place through idea-driven strategy, smart and simple design, and a constant pursuit of enduring visual principles.

After running my own clothing label, I now spend my days living and working in Berlin focused on creating impactful visual identities for exciting clients across an array of industries both locally and internationally.

EXPERIENCE

Brand Identity
Corporate Design
Digital Design
Print Design
Photo & Videoproduction

SOFTWARE

Adobe Illustrator
Adobe Indesign
Adobe Photoshop
Figma

LANGUAGES

German - Fluent
English - Fluent
Spanish - Capable
of ordering a beer.

CLIENTS I HAVE WORKED FOR

smart Womanizer Whatsapp Mercedes-Benz Daimler Bosch Deutsche Bahn JobUfo Universal Music Filter Music Group Semmel Concerts Fitbox Pacific Entertainment Viva con Aqua smart Womanizer Whatsapp Mercedes-Benz Daimler Bosch Deutsche Bahn JobUfo Universal Music Filter Music Group Semmel Concerts Fitbox Pacific Entertainment Viva con Aqua smart Womanizer Whatsapp Mercedes-Benz Daimler Bosch Deutsche Bahn JobUfo Universal Music Filter Music Group Semmel Concerts Fitbox Pacific Entertainment Viva con Aqua

Even though my past locations
don't look like it, I am always
open for new locations and challenges.

Want to create
something?

felix@kool-as-ice.com

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Behance

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