Sr Brand Designer - Brand Foundations

Kraken
London, United Arab Emirates, Ireland, Sweden, Romania, Cyprus, Switzerland, Portugal, Lithuania, South Africa, Czech Republic, Canada, Hungary, Poland, Bulgaria
Workplace: RemoteFull timeFunction: Design (Product/UX/UI/Visual)Skills: ["Systems thinking","Strategic thinking","Communication","Design judgement","Collaboration"]

Own and evolve the core brand system for a portfolio of Payward brands, including brand guidelines, component libraries, templates, and asset libraries used by product pods. Raise brand quality through constructive guidance, develop visual identity standards, and define how the brand behaves across emerging surfaces and AI-generated outputs. Collaborate with designers, marketers, and product partners, lead design reviews, and translate crypto concepts into clear guidance non-brand teams can apply confidently.

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Kraken
Kraken
1 month ago

Sr Brand Designer - Brand Foundations

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Last checked: 5 hours agoStatus: Live

Job Summary

Own and evolve the core brand system for a portfolio of Payward brands, including brand guidelines, component libraries, templates, and asset libraries used by product pods. Raise brand quality through constructive guidance, develop visual identity standards, and define how the brand behaves across emerging surfaces and AI-generated outputs. Collaborate with designers, marketers, and product partners, lead design reviews, and translate crypto concepts into clear guidance non-brand teams can apply confidently.
Location: London, United Arab Emirates, Ireland, Sweden, Romania, Cyprus, Switzerland, Portugal, Lithuania, South Africa, Czech Republic, Canada, Hungary, Poland, Bulgaria
Workplace: Remote
Employment Type: Full time
Job Function: Design (Product/UX/UI/Visual)
Seniority: Mid level

Key Responsibilities

  • •Own and evolve the core brand system: guidelines, component libraries, templates, and asset libraries for product pods.
  • •Raise brand quality across pods by providing resources and conditions for strong brand work.
  • •Develop and maintain visual identity standards across Payward’s portfolio to keep brands coherent as products evolve.
  • •Define and document brand behavior across emerging surfaces, AI-generated outputs, motion, and new product categories.
  • •Collaborate with pod designers, marketers, and product partners to identify system breakdowns and fix root causes; lead design reviews.

Key Requirements

  • •Deep experience as a brand designer building and evolving systems, not just executing within them.
  • •Strong systems thinking to solve for the whole rather than individual instances.
  • •Experience with motion and comfort across digital brand touchpoints.
  • •Brand identity expertise in how visual systems create meaning, trust, and recognition at scale.
  • •Mastery of Figma and Adobe Creative Suite, plus fluency in how design tooling (including AI) reshapes brand practice.
Experience:CryptoTechnologyFinancial infrastructure
Skills:Systems thinkingStrategic thinkingCommunicationDesign judgementCollaboration
Tech Stack:FigmaAdobe Creative SuiteAIMotion

Company Brief

Kraken
Kraken (Payward, Inc.) is a global cryptocurrency exchange and financial infrastructure provider offering spot and derivatives trading, staking, custody, tokenized assets and institutional services to retail and institutional clients.
Industry: Trading Platforms
Company Size: Enterprise (1,001+ employees)
Revenue: USD 1B+
Growth: Scaleup
Valuation: Decacorn (USD 10B+)
Funding: Series E+
Headquarters: San Francisco, United States
Founded: 2011
Glassdoor
Glassdoor: 4.2
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