# Sr Brand Designer

**Company:** [Kraken](https://hotfix.jobs/companies/kraken)
**Location:** Remote
**Role:** Brand Design
**Salary:** $110k – $220k/yr
**Experience:** 7+ years
**Skills:** brand design, brand systems, brand guidelines, Figma, Adobe Creative Suite, Motion Design, brand identity, ai design tools
**Posted:** 2026-07-21

> Own and evolve Payward's core brand system including guidelines, component libraries, templates and assets. Raise brand quality across product pods by creating scalable resources, visual identity standards, and guidance for emerging surfaces including AI outputs and motion.

## Job Description

## Responsibilities
- Own and evolve the core brand system: brand guidelines, component libraries, templates, and asset libraries that product pods rely on every day.
- Raise brand quality across pods by building resources and creating conditions for others to do their best brand work.
- Develop and maintain visual identity standards across Payward's portfolio of brands, keeping them coherent as products grow and evolve.
- Define and document how our brand should behave across emerging surfaces, AI generated outputs, motion and new product categories.
- Collaborate with pod designers, marketers, and product partners to understand where the system is breaking down and fix it at the root.
- Translate complex concepts (e.g. crypto rails, onchain finance, institutional trading) into clear, usable brand guidance that non-brand specialists can apply with confidence.
- Lead design reviews with a constructive, generative approach.
- Stay ahead of how design tools (including AI) are changing creative practice, and shape how Payward's brand system adapts.

## Requirements
- Deep experience as a brand designer in agency, in-house, or both, with a track record of building and evolving systems.
- Systems thinking as a default mode: see patterns, spot structural problems, and solve for the whole.
- Strong experience with motion or working alongside motion designers; comfort with the full range of digital brand touchpoints.
- Brand identity expertise: understand how visual systems create meaning, trust, and recognition at scale.
- Strategic affinity: comfortable working upstream of execution, helping define what the brand should stand for.
- Strong communicator who can articulate brand decisions clearly to designers, PMs, marketers, and leadership.
- Portfolio showing not just craft, but judgment: clear visual systems, coherent brand thinking, and evidence that your work made others' work better.
- Mastery of Figma and Adobe Creative Suite; fluency with how design tooling, including AI, is reshaping brand practice.
- Genuine curiosity about crypto, technology, and what financial ownership means for individuals around the world.

## Nice-to-Haves
- Experience with AI-native brand operations.

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