Brand Design Lead

Tonal is seeking a Creative Lead to define and bring to life the next chapter of the Tonal brand. This hands-on role translates brand strategy into distinctive creative across the full customer journey, combining player execution with coaching and leadership.

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 to improve consistency and distinctiveness across channels.
• Concept and design creative personally 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 bar across design, typography, photography, video, motion, and storytelling.
• Evolve Tonal’s visual identity and creative guidelines by building practical systems and templates that support consistent, 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 work while maintaining cohesive brand expression.
• Help build Tonal’s internal creative function, identifying capabilities and resources needed as the brand and business grow.
• Over time, hire, manage, and develop creative talent, starting with a lean design team.
• Partner with the Brand Content Producer to bring ideas to life through photography, video, and other visual content.
• Partner with the Senior Copywriter to develop integrated creative concepts, ensuring visual and verbal ideas align across channels.
• Direct agencies, freelancers, photographers, directors, production partners, and other external creative resources as needed.
• Provide clear, thoughtful creative feedback while remaining able to step into the work directly.
• Collaborate across 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.

Requirements

• 8+ years of experience in design, art direction, or creative roles for consumer brands or agencies, including providing creative direction to others.
• An exceptional portfolio demonstrating outstanding visual craft, conceptual thinking, and integrated brand work.
• A player/coach mindset with energy derived from making the work, not only directing it.
• High proficiency with industry tools to personally take creative from concept through polished execution.
• Experience developing creative across digital, social, paid media, web, email, retail, and other consumer touchpoints.
• Strong understanding of photography, video, motion, typography, and visual storytelling.
• Experience creating integrated campaigns that operate across both brand and performance channels.
• Ability to translate complex products, technology, and benefits into simple, human, compelling creative.
• Comfort working with lean teams and building processes and capabilities from the ground up.
• Experience managing or mentoring designers and interest in building and developing a high-performing creative team.
• Collaborative, low-ego approach with the ability to work effectively with marketers, producers, growth teams, product teams, and senior leaders.
• Comfort moving quickly, navigating ambiguity, and balancing multiple priorities without compromising quality.
• Passion for creativity, culture, fitness, health, and the role strength can play in helping people live better lives.
• Knowledge of AI creative tools is a plus.

Compensation

USD 150,000 - 195,000 per year

Benefits

• Health insurance
• Retirement savings benefits
• Life insurance and disability benefits
• Flexible paid time off
• Parental leave
• Other additional benefits

Location and Employment

• Austin, TX
• Hybrid
• Full time

Equal Opportunity and Accessibility

Tonal values the unique and varied lived experiences of teammates and actively seeks people representing a wide variety of backgrounds. The company is dedicated to adding new perspectives and designing employee experiences that support your growth.

If your experience aligns with what Tonal is looking for, even if you do not meet every requirement, you are encouraged to apply.

Tonal is committed to meeting the diverse needs of people with disabilities in a timely manner consistent with the applicable principles. For accommodation requests, reach out via [email protected]. All requests will be addressed in accordance with Tonal’s Accessibility Policy and local legislation.