Brand Design Lead

Responsibilities

• Translate Tonal’s brand strategy, positioning, consumer insights, and business objectives into compelling creative ideas and executions.
• Set and evolve Tonal’s visual expression across the full customer journey, creating greater consistency and distinctiveness across channels.
• Concept and design creative yourself across campaigns, paid media, organic social, web, email, retail, events, and other brand touchpoints.
• Lead creative development for integrated brand campaigns, product launches, partnerships, and key marketing moments from concept through execution.
• Establish a high creative standard across design, typography, photography, video, motion, and storytelling.
• Evolve Tonal’s visual identity and creative guidelines, developing practical systems and templates that help the organization create consistently strong, on-brand work.
• Partner closely with Brand Marketing to turn strategic briefs into creative ideas that build awareness, consideration, and affinity for Tonal.
• Work with Growth Marketing and external agencies to develop and iterate performance creative that drives action while strengthening the Tonal brand.
• Translate Tonal’s technology, training intelligence, product benefits, and member outcomes into simple, compelling consumer stories.
• Use creative performance and consumer insights to continually improve the work while maintaining a strong and cohesive brand expression.

Requirements

• 8+ years of experience in design, art direction, or creative roles for consumer brands or agencies, with experience providing creative direction to others.
• An exceptional designer with a portfolio demonstrating outstanding visual craft, conceptual thinking, and integrated brand work.
• A true player/coach who gets energy from making the work, not just directing it.
• Highly proficient in the tools of the trade and able to personally take creative from concept through polished execution.
• Experience developing creative across digital, social, paid media, web, email, retail, and other consumer touchpoints.
• Strong understanding of photography, video, motion, typography, and visual storytelling.
• Experience developing integrated campaigns that work across both brand and performance channels.
• Skilled at translating complex products, technology, and benefits into simple, human, compelling creative.
• Comfortable working with lean teams and building processes and capabilities from the ground up.
• Experience managing or mentoring designers and an interest in helping build and develop a high-performing creative team.