15.06.2026 aktualisiert

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Senior Art Director & Product Designer for design systems and digital brand experiences

Tala, Zypern
Weltweit
Tala, Zypern
Weltweit

Profilanlagen

Alexander_Wende_cv-portfolio-EN_260320.pdf

Über mich

I create user-centered digital experiences and strong brand identities, from UI/UX and design systems to branding and campaigns. With 15+ years of experience across digital & offline projects, I have worked with B2B & B2C clients ranging from startups to large corporations. Fluent German & English.

Skills

User Experience (UX)Adobe Creative SuiteAdobe InDesignIllustrationKommunikationsdesignKonzeptionelles DesignCorporate DesignGrafikdesignUi-DesignMotion Graphics DesignScreen DesignAdvanced Design SystemArt DirektionFigmaPrint-Design
Design + Art Direction Online/Offline
Multidisciplinary Design Approach

As design is my passion, I have built extensive experience in design through various roles and positions.

MAIN FOCUS:
UX, UI & Digital Design
User Experience (UX) & User Interface (UI) Design
Screen Design & Web Design
Campaigns, Landing Pages & Digital Key Visuals

Design Systems & Architecture
End-to-End Design Systems in Figma from Foundations to the Complete Final Design System
Accessibility, WCAG Compliance & Practical WCAG Experience
Auto-Layout/Responsive Design
Prototyping
Token Architecture & System Scalability
Variables
Styles
Component Libraries / Slot-Based Components (Low Detachment Rate)
Extensive & Complete Documentation Guidelines
Dev Handoffs

Interdisciplinary Design Experience over the years
Corporate Design/Identity & Branding
Extensive experience in corporate design systems and documentation, from ground-up development to maintenance, redesigns, and refreshes.
Extensive Icon Systems, Pictograms & Illustration
Print Design & Production
Packaging Design
Trade Shows, Brand Spaces & Events
Presentations & Infographics & Illustrations
Advertising B2C/B2B; Key visuals including Photoshootings + Postproduction

Tools, Software & Working Environment
Figma
Adobe Creative Suite (Illustrator, InDesign, Photoshop, Lightroom, etc.)
Affinity Suite
Canva
Microsoft Office / Google Suite / Apple Suite

Working Environments
Jira / Trello / Asana
Stakeholder Communication up to C-Level
Agile Methodologies (Kanban & Sprint-Based Workflows)

Worked from different points of view:
As a Freelancer
Corporation Client perspective (Tchibo, Goodgame Studios)
and Agency perspective (Design & Advertising)

AI Expertise
Generative AI & Text
Vibe Coding (Codex/Claude Code)
ChatGPT / GPT Configuration
Gemini / Gems Configurations
Claude CoWork
Perplexity Computer
Grok

Image & Video AI
Freep!k
Nano Banana/Veo
Chatgpt/Sora
Midjourney
Leonardo
Ideogram
Grok image & Grok Video
Seedream 2.0

Sprachen

GermanMutterspracheEnglishverhandlungssicher

Projekthistorie

Freelance Art Direction & Design, Online/Offline

Freelance Art Direction & Design, Online/Offline

Marketing, PR und Design

< 10 Mitarbeiter

Duties - liaising with C Level clients
- liaising with clients within different levels
- UI/UX design & Design Systems
- remote work and presentations
- client design consultation
- conceptualization
- identity design
- branding
- print design
- typography & lettering
- illustration
- art direction of internal design departments
- almost all projects are done via remote work and remote presentations Projects and topics - a variety of UI/UX screen designs and print design projects
- corporate design concepts and corporate guidelines
- worked remote 2+ years with one of the largest Hispanic advertising agencies in the US located in New York and Dallas
- design and production of several print assets for different national and international clients
- a few months of work in an FMCG packaging agency in Hamburg (Mirbach Schmolzi)
Results and achievements - kickstarted a dozen startups with design and branding including guidelines and website from the ground up with further branding materials
- several clients from startups, small agencies to big agencies and corporations from Germany, Europe, USA, and the Asia Pacific in several industries in the b2b as well as b2c area
- 7 book publications
- several online features in the design field
- 3 awards

Digital Art Director UI/UX (Festanstellung)

Tchibo GmbH

Konsumgüter und Handel

>10.000 Mitarbeiter

Developing the new responsive online appearance of Tchibo:

- design the new online experience for Tchibo based on the rebranding refresh
- evolve and maintain the new corporate design and develop the online appearance
- develop new online branding guidelines and documentation, a corporate style guide for the Online Environment
- working on the new responsive online experiences across Tchibo:
new header navigation, modules for the home, coffee, travel, the nonfood sections as well as cross channel
and the product detail page
- create and expand the new pattern library and modules for each Tchibo section within a new responsive grid system
ranging from small to bigger screens
- color theming of the pattern library for the modules and atoms, across the different sections of Tchibo
- conceptualize and implement UI/UX concepts within different departments
- maintain and finetune the guidelines
- improving the product detail page, implementing cross channel services
- further expanding the very extensive icon set, which I introduced as a freelancer in 2017/2018
- cooperation and coordination with the frontend development and different Project Owners/stakeholder
- cooperation with external agencies and freelance developer
- present to senior management and different Teams within Tchibo to transfer the envisioned company goals into the
website and new corporate design
- UI/UX Lab usability testing/workshops
- art direction and professional support for trainees, junior designer/regular designer
- working in a kanban environment
- since 04/2020 in a completely remote working environment, worked via teams, skype and Jira, using Invision and Sketch
- presentations, meetings, briefings in German and English

Art Direction & Design, Online/Offline (Festanstellung)

Factor Design GmbH

Marketing, PR und Design

50-250 Mitarbeiter

Working within with a focus on branding & corporate design creating online as well as offline branding experiences:

- design rebrandings and online appearance and offline branding for Satisfyer, Klauberg, HPM Handwerksgruppe,
ReMax, Cor, Hamburg Commercial Bank, and for the Factor Agency itself
- evolve and maintain the corporate design and develop the online appearance of COR, RE/MAX, HPM, Klauberg
- develop new corporate style guides for Online and Offline Environment (CI guidelines) and maintain the guidelines
- present to clients in senior management and mid-level management
- creating assets for websites, advertising, corporate designs, and events
- numerous concepts and designs for different client departments
- designs for exhibitions, client events as well as Factor events (Factor Studiogespr che)
- conceptualize the COR and HPM hr campaign
- conceptualize photoshoots for COR, a premium design-furniture manufacturer
- art direction and style development and concepts for corporate designs including:
brand, photography, icon, and illustration styles
- further branding projects, presentations, and infographics for the Factor client base
- conceptualize and implement Ui/Ux concepts with our developer team Factor Innsbruck (Austria)
- cooperation and coordination with Factor Innsbruck and Factor Wien
- cooperation with other agencies and freelancers from several fields, working and collaborating closely
with different divisions in the design process like developers, photographers and photo studios, 3D studios,
motion designer, packaging designer
- transfer the envisioned agency goals into the website and corporate design and internal Assets of Factor:
Factorizer Workshop Assets, Event Assets like Mailings, Landing Pages and the Factor Website etc.
- art direction and professional support for the junior designer, and regular designer
- presentations, meetings, briefings (in German and English)

Digital Art Director UI/UX (Freelance Contract)

Tchibo GmbH

Konsumgüter und Handel

>10.000 Mitarbeiter

TCHIBO CROSS DEPARTMENT:
- UI/UX design the new store finder
- design of various onsite ads and landing pages e. g. coffee, travel, and nonfood plus other assets across Tchibo
- redesign of the Tchibo sale category with increased conversion since
- design of the new travel deals category with a successful conversion rate
- set new online branding guidelines, fine-tune guidelines, fine-tune and expand the pattern library
- cross-channel design for online and print
- developed the grid and icon system for an extensive icon set with hundreds of icons
- key visual concept and design for the most successful flash sale of 2017
- cross-department: worked with travel, sales, marketing asset production, Frontend, brand department, and others
- working in a kanban environment

TCHIBO TRAVEL DEPARTMENT:
- responsible for the UI/UX redesign of the Tchibo travel website
- user experience and user interface design, mobile, and desktop solutions
- introduction of an illustrative style for Tchibo travel
- liaise with UX Designer, Product Owner, Head of Design and Technology, Tchibo Travel Lead, Frontend development
and the scrum master as well as the technical lead regarding the Tchibo travel project
- working in a sprint agile development environment
- identify requirements and produce a design based on business requirements

Senior Media Designer/Lead Designer, Online/Offline

Goodgame Studios

Internet und Informationstechnologie

500-1000 Mitarbeiter

Duties - cross-departmental cooperation, working and collaborating closely with different divisions like HR, PR, Staff Development, Moneytization, Business Development, Game Teams, Management and others
- liaise with c level to transfer the envisioned company goals into the website and corporate design
- design rebrand for the company inline with senior managements vision of the companies future market position
- evolve and maintain the new corporate design
- develop a new corporate style guide (CI guidelines) and maintain the guidelines
- present to senior management
- art direction and professional support for trainees, junior designer and regular designer
- presentations, meetings, briefings in the corporate language - english
- working in a Kanban Environment
- expanding knowledge of the team with internal workshops Projects and topics - annual hr campaign conceptualization and execution
- corporate (re)design and development
- numerous concepts and designs for internal departments, events, studios, and products
- art direction/style development and concepts for photography, icon and illustration style
- internal events from conceptualization to execution in digital and print form
- further internal/external print and digital assets
- conceptualization
- branding
- advertising
- typography & lettering
- illustration
- icon design
- photo retouching and manipulation
- trade fair designs
- infographics and presentation design Results and achievements - successfully implemented company redesign, development of new corporate design, illustration and icon style within the company in digital and print
- evolved the new identity and successful maintenance of the style guide
- product logos with further branding material for the product launch of two games
- annual hr campaigns from concept, design to production in digital and print media

Lead Designer, Online/Offline

Face+Crowd Agency

Marketing, PR und Design

10-50 Mitarbeiter

Duties - conceptualization
- corporate design
- logo design
- branding
- b2b/b2c clients
- mailings
- advertising
- print design
- screen design
- packaging
- imagery style development
- photo retouching and photo manipulation
- trade fair designs- presentation design
- art direction
- directing and working with a freelance copywriter, photographer, designer, and developer

Graphic Designer, Online/Offline

Meumann + Haller Agency

Marketing, PR und Design

10-50 Mitarbeiter

- conceptualization
- corporate design
- logo design
- branding
- b2b/b2c
- advertising
- print design
- screen design
- packaging
- imagery style development
- photo retouching and photo manipulation
- trade fair designs
- presentation design
- presentation of projects to different levels from middle management to c-level

Junior Designer

Hörger & Partner Agency

Marketing, PR und Design

10-50 Mitarbeiter

Duties - conceptualization
- corporate design
- logo design
- branding
- advertising
- print design Projects and topics - schüller logo design
- high-end furniture catalogs from concept, shooting to finished design
- small advertising campaigns
- various key visuals for campaigns and catalogs Results and achievements - Schüller rebranding: Schüller is one of the most successful kitchen manufacturers worldwide with a range from mid to high-end products
- executing a catalog for high-end products from conceptualization/mood boards,
furniture shooting to the finished design implementation

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