Sr Brand Designer

Kraken Digital Asset Exchange

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. Not by policing, but by showing the way.

Posted 7/21/2026Verified active Jul 25, 2026, 12:36 AMfull-timeRemote • London • 🇬🇧 United KingdomWebsite

Core Competencies

Role fit

Core Competencies

Use this summary to align your resume positioning with the role.

Candidates should emphasize their expertise in brand design, particularly in developing and maintaining brand systems and visual identity standards. Strong communication skills and the ability to collaborate effectively with cross-functional teams are essential, along with a strategic mindset to define brand values and ensure coherence across various digital touchpoints.

Highest-signal resume keywords

Brand Design ExpertiseSystems ThinkingBrand Identity DevelopmentStrong Communication SkillsMastery of Design Tools

ATS Keywords

Tailor your resume

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills

Brand GuidelinesComponent LibrariesVisual Identity StandardsMotion DesignFigmaAdobe Creative SuiteAI in DesignDigital Brand Touchpoints

Soft Skills

CollaborationStrategic ThinkingProblem SolvingConstructive FeedbackCuriosity

Tools & Technologies

Design ToolsAI ToolsCreative Software

Industry Keywords

Brand SystemsVisual SystemsDigital BrandingCreative PracticeFinancial Ownership

About the role

Key responsibilities & impact

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 into clear, usable brand guidance that non-brand specialists can apply with confidence.
Lead design reviews with a constructive, generative approach: your feedback opens doors, it doesn't close them.
Stay ahead of how design tools (including AI) are changing creative practice, and shape how Payward's brand system adapts.

Requirements

What you’ll need

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, spotting structural problems and solving for the whole rather than the instance.
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 what the brand should stand for before execution.
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 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.