Lead Designer - Design Systems role at ID.me, partnering with the CMO, CEO and design leadership to embed brand values into the design system. Sits at the intersection of brand and product design, owning the frameworks, tokens and governance that scale the brand across products and platforms.
What you'll do
- Collaborate with CMO, CEO and design leadership to integrate brand values into the design system
- Bring systems-thinking to brand conversations, visualising the brand as a living, dynamic system
- Translate abstract brand concepts into practical, reusable components
- Ensure the design system represents the brand and functions as a usability toolkit
- Transform brand values into scalable elements including colour, typography, motion, iconography, interaction models
- Refine visual language with brand and design teams for usability and accessibility
- Guide design system application through brand evolution, launches and refreshes
- Act as connector between brand and product teams balancing emotion and usability
- Ensure the design system embodies brand spirit without compromising user-centred principles
- Integrate brand identity into product design while meeting business and technical needs
- Develop and maintain frameworks including design tokens, Figma libraries and documentation
- Create governance models for design system adoption across teams
- Lead evolution of the design system, refining tools and processes
- Act as primary point of contact for design system initiatives across teams
- Articulate design decisions and strategies to technical and non-technical stakeholders
- Foster an open environment for feedback, iteration and refinement
- Uphold high standards of design quality and functional efficiency
- Lead development of best practices and processes for system adoption
- Foster a culture of innovation, applying emerging design trends
What we're looking for
- Extensive experience designing, developing and maintaining design systems at senior level
- Focus on brand integration and scalability
- Deep knowledge of design theory, systems thinking and brand expression
- Ability to translate abstract concepts into scalable design solutions
- Proven ability to lead cross-functional teams and manage complex projects
- Excellent communication skills presenting complex ideas to diverse stakeholders
- Experience mentoring and guiding junior designers
Good to know
- Office locations: Mountain View, CA and New York, NY