Designer - Brand Identity

General Motors•Warren, MI

12d•Hybrid

About The Position

The Brand Identity Group resides in Vehicle OS under Human Interface Design; this is where GM’s UX becomes real inside the digital cabin. This role helps shape how brand identity is expressed across the in-vehicle experience, ensuring that every image, narrative, and design moment reflects the brand’s heritage and its future-forward identity. You will collaborate closely with the physical design studio, brand strategy, and UX teams to translate brand identity into compelling visuals and storytelling. In this role, you will create high-fidelity visual narratives, executive presentations, brand DNA guides, UX brand direction, high-fidelity visuals, and brand-specific content documentation that align product, studio, and leadership around a clear north star. The culture here is studio-like, collaborative, and built on taste, craft, and strategic thinking. You’ll be surrounded by designers who care deeply about the work, who critique with intent, and who push each other toward excellence. This is a role requiring strong visual craft, independent judgment, and the ability to drive work across partners with limited guidance.

Requirements

3+ years of professional experience in UX design, branding, communication design, or a closely related field.
A portfolio that demonstrates strong visual craft and the ability to tell clear, compelling stories through design.
Strong understanding of human interface design principles and best practices.
Ability to work independently with limited guidance, identify problem areas, and create clarity through design thinking and communication.
Ability to iterate quickly, establish a clear point of view, and navigate cross-functional feedback with sound judgment.
Strong visual storytelling and communication skills, with the ability to explain why design choices work and support recommendations with clear examples.
Strong design sensibility, passion for brand expression, and appreciation for the balance between creativity, restraint, and usability.
Comfort working through moderate complexity and technical detail, with experience collaborating closely with engineers, product managers, and other cross-functional partners.

Nice To Haves

3+ years of professional experience as a leader of brands
Examples of brand executions and how and why they differ
Branded systems, principles and rules established and launched as guidelines
Experience designing content for non-traditional interfaces (e.g., automotive, voice, or wearable devices)

Responsibilities

Evangelize Brand on behalf of In-Vehicle UX Digital brand expression, brand storytelling, communication design, and narrative cohesion between physical brand DNA and in-vehicle UX.
Make the brand identity actionable across UX, and be aligned with the physical studios intent.
Articulate, Craft and help define UX brand strategies side by side with your peers.
Create DNA Guides: Visual and narrative documents capturing each brand’s soul, tone, personality, and heritage in ways usable for UX teams.
Define Brand Strategy: How the brand shows up in the digital cabin; translation of brand language, philosophy, and physical design into UX behaviors and visuals.
Create Marketing Request Images: High-quality brand visuals used for product communication, digital launches, studio presentations, and leadership reviews.
Develop Cross-Brand Presentations: Executive-level storytelling spanning multiple GM brands; comparisons, alignments, visual narratives.
Execute Communication Design: High-quality figslides, keynote decks, PowerPoint narratives, and brand frameworks that connect strategy to creativity.
Create Brand-Specific Vehicle Content Documentation: Brand specific, vehicle specific documentation that collects software, screens, apps, feature-level explanations, software-generation changes, and the brand context for each experience.