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Brand Design Lead

Tonal· Marketing
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Hybrid (Austin, TX)$150k - $195kFull-timePosted 3w ago

About the role

Tonal is looking for a Creative Lead to define and bring to life the Tonal brand, translating brand strategy into distinctive creative across the customer journey. This hands-on player/coach role sets the creative vision, designs and produces work, and helps build internal creative capabilities over time.

Responsibilities

  • Translate Tonal’s brand strategy, positioning, consumer insights, and business objectives into compelling creative ideas and executions.
  • Set and evolve Tonal’s visual expression across the full customer journey, creating greater consistency and distinctiveness across channels.
  • Concept and design creative yourself across campaigns, paid media, organic social, web, email, retail, events, and other brand touchpoints.
  • Lead creative development for integrated brand campaigns, product launches, partnerships, and key marketing moments from concept through execution.
  • Establish a high creative standard across design, typography, photography, video, motion, and storytelling.
  • Evolve Tonal’s visual identity and creative guidelines, developing practical systems and templates that help the organization create consistently strong, on-brand work.
  • Partner closely with Brand Marketing to turn strategic briefs into creative ideas that build awareness, consideration, and affinity for Tonal.
  • Work with Growth Marketing and external agencies to develop and iterate performance creative that drives action while strengthening the Tonal brand.
  • Translate Tonal’s technology, training intelligence, product benefits, and member outcomes into simple, compelling consumer stories.
  • Use creative performance and consumer insights to continually improve the work while maintaining a strong and cohesive brand expression.
  • Help build Tonal’s internal creative function, identifying the capabilities and resources needed as the brand and business grow.
  • Over time, hire, manage, and develop creative talent, beginning with a lean design team.
  • Partner closely with the Brand Content Producer to bring ideas to life through photography, video, and other visual content.
  • Partner closely with the Senior Copywriter to develop integrated creative concepts, ensuring visual and verbal ideas work together to bring the Tonal brand to life consistently across channels.
  • Direct agencies, freelancers, photographers, directors, production partners, and other external creative resources as needed.
  • Provide clear, thoughtful creative feedback while remaining willing and able to jump into the work yourself.
  • Collaborate closely with Brand Marketing, Growth, Product Marketing, E-commerce, Content, and other teams to prioritize creative needs and deliver high-quality work in a fast-moving environment.

Qualifications

  • 8+ years of experience in design, art direction, or creative roles for consumer brands or agencies, with experience providing creative direction to others.
  • An exceptional designer with a portfolio demonstrating outstanding visual craft, conceptual thinking, and integrated brand work.
  • A true player/coach who gets energy from making the work, not just directing it.

Skills

Required:Brand design leadershipCreative directionVisual identity

Benefits

  • health insurance
  • retirement savings benefits
  • life insurance and disability benefits
  • flexible paid time off
  • parental leave
  • other additional benefits
Last updated Sep 30, 2026. Interested? Apply on the company site.

About Tonal

Company profileWebsite

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