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Roel Uleners

Chief Design Officer & Executive Partner

Roel is a trusted design strategist with over 20 years of experience. In addition to his role as an Executive Partner at Ethos, he also operates as the Firms Chief Design Officer. Most recently, through his own advisory firm, he worked as a strategic partner to leaders worldwide in the private, public and civic sectors to envision, design and build brighter futures.

Prior to that, he was Creative Director of the global design consultancy XPLANE, where he led the design practice and an international team of strategic designers. He has worked with global clients including leadership teams at American Express (AXP), BP (BP), Coca-Cola (KO), Disney (DIS), ICANN, Oracle (ORCL), Samsung, Unicef, and UPS (UPS). Additionally, he has held senior positions at various design, brand, and experiential marketing firms, both in the EU and the US.


  • Strategic & Organizational Design


  • Sint-Lucas Antwerpen at the Karel de Grote University, Belgium,
    M.F.A. in Visual Communication

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