Sr Brand Designer - Brand Foundations

Kraken

1d • $110,000 - $220,000

About The Position

Payward, the parent company behind Kraken and other financial infrastructure platforms, is seeking a Sr Brand Designer to join the Brand Foundations team. This role is central to ensuring brand coherence across Payward's portfolio of brands. The Brand Foundations team is responsible for brand guidelines, brand architecture, AI-native brand operations, templates, and assets that product pods utilize. The designer will be a standard-setter, improving the quality of brand work by providing better tools, clearer guidance, and a higher benchmark for excellence.

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.
• Strong experience with motion or working alongside motion designers; comfort with the full range of digital brand touchpoints.
• Brand identity expertise: understanding how visual systems create meaning, trust, and recognition at scale.
• Strategic affinity — comfortable working upstream of execution, helping define brand positioning.
• A strong communicator who can articulate brand decisions clearly to designers, PMs, marketers, and leadership.
• A portfolio showing clear visual systems, coherent brand thinking, and evidence of impact.
• Mastery of Figma and Adobe Creative Suite; fluency with how design tooling, including AI, is reshaping brand practice.
• Genuine curiosity about crypto, technology, and financial ownership.

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 providing resources and creating conditions for others to do their best brand work.
• Develop and maintain visual identity standards across Payward's portfolio of brands, ensuring coherence 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 identify and fix breakdowns in the brand system.
• Translate complex concepts (e.g., crypto rails, onchain finance, institutional trading) into clear, usable brand guidance for non-brand specialists.
• 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.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed