Ellen Goebel is an independent creative director specialised in visual identities, content creation and creative team development. She works both as creative and management consultant with a focus on design, fashion, lifestyle and luxury brands.

What comes first?
Every designer has a individual understanding of the profession. For Ellen design is about telling stories. It is about creating emotions, inventing new worlds, working with both promises and desires. If you ask Ellen what comes first – the story or the design – she will propose a different perspective: The story is in the design. And the design will tell that story. Ellen believes in the power of design as a creative strategic tool to develop and evolve businesses.


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Ellen studied Fine Arts with a focus on video and film and majored in Visual Communication at Merz Academy in Stuttgart in the class of Julio Rondo. „It was not about learning how to do something, but understanding what it is really about.” Her passion for art and drawing led her to cross ways with the illustrator Tina Berning. She followed her to Berlin to become her student assistant.

From 2008 to 2013 Ellen was working as an independent art director and designer for different brands. In that course of time she was assisting creative director Heiko Keinath in more than 60 image campaigns for all HUGO BOSS collections, Baldessarini, Kostas Murkudis and TODs. They realised the exhibition concept and book for ALLES LIEBE, a retrospective on Alex Wiederin – founder of the Design Agency Buero New York.

„First impressions – before we know, how things feel, how they sound, how they smell. Creating a brand identity is directing this first impression.” After she had supported to build up a graphic team at Hugo Boss, she followed the call to set up an in-house Art Department for MARC O’POLO. Her team provided graphic and consultancy services to brand development, design, communications, marketing as well as to the producing art directors.

For the premium casualwear label, she has reinvented and refined the brand’s Corporate Identity and signed responsible for the visual communication concepts of MARC O’POLO and the sublines MARC O’POLO DENIM, MARC O’POLO MR. and MARC O’POLO PURE.

In 2019 she started her own business focussing on creative and management consulting.

Text – Johanna Wagner


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