Design Evolution Monitor

Ansgar Eidens

Prof. Ansgar Eidens is Professor of Brand and Communication Design at Brand University of Applied Sciences in Hamburg, Germany. Since 2010, he has also served as Programme Director of the Bachelor's programme in Brand and Communication Design. His teaching focuses on corporate design, brand thinking, dynamic identities, spatial design, and multisensory branding.
He received his diploma in design from the University of Applied Sciences and Arts in Hildesheim, Germany. His diploma thesis was awarded the Lucky Strike Junior Designer Award by the Raymond Loewy Foundation.
Before joining Brand University, Ansgar Eidens gained extensive professional experience in design and branding agencies in Cologne, Munich, Hanover, and London, working for clients such as BMW, Bahlsen, BASF, smart, and Mercedes-Benz. From 2005 to 2010, he was Professor of Media Design at Rheinische Fachhochschule Cologne, where he contributed to the study area's development.
Since 2010, he has also been active as a brand designer and partner at SKOPE inventive spaces GmbH, developing brand spaces and scenographic experiences for clients in education, tourism, business, and industry. His work focuses on sensory, spatial, and narrative approaches to brand experience.
As a guest professor at Wanli University in Ningbo, China, he is engaged in international academic exchange. He is also a member of the advisory board of Wanli Education Group, one of China's largest education companies and the university's sponsoring institution.
His current research project, AI-Supported Design Processes in the Context of Corporate Design, investigates how artificial intelligence is being integrated into the creative practice of branding agencies. Based on qualitative interviews with leading designers, the study documents fields of application, methodological challenges, and the transformation of design processes under the influence of AI.
In 2024 and 2025, he was appointed to the jury of the German Design Award by the German Design Council. He also contributes to accreditation procedures and advises universities on the development of design-focused study programmes.
He is active as a speaker and workshop facilitator at cultural institutions, universities, and design events. His topics include brand aesthetics, ideation methods, and the role of artificial intelligence in contemporary design practice.

Website: https://www.brand-university.de/en/university-employees