Felix Guder

Strategic Designer | CEO & Founder of R3ASON

I combine visionary thinking with a grounded strategic practice.
Over the past 25 years, I’ve worked with some of Europe’s most influential brands — from telecommunications and reinsurance to aviation — exploring how brand, technology, and human systems can evolve together.

My passion lies in creating innovations that reconnect advanced technology with the living world.
Let’s shape change that matters.

Key Competencies

Strategic Design

Systemic and creative thinking and practical strategy development
Brand Strategy: Positioning to unique Brand Experiences
Business Design: Build the right things - products and services from scratch to launch
Building Design Capacity - Competences, Process, Toolchain

Remarkable Projects

Munich Re, Lead / Product & Brand Experience / Design Guideline for Digital Products, XDS Design System and Unit
Deutsche Telekom, Lead / Product & Brand Experience / E-Mail, Kundencenter, Brand and Design, Scale Design System
ANWR Group, Lead / Brand Strategy and Brand Design
Arcor, Lead / Digital communication and digital strategy
Deutsche Börse Group, Lead / Digital Design
Lufthansa, Lead / Design and Strategy for Infoflyway (first e-commerce ;-),