Brand Designer

Why this role

Black Forest Labs builds visual intelligence: models that create and understand images and video, and increasingly act in the physical world. For a company whose work is visual, the brand is part of the work. It's often the first thing people see of us, before they've tried a single model. It has to hold the same bar as our models and grow as they do.

We're hiring our first Brand Designer to define that brand and own it wherever people meet BFL. You'll bring the taste that sets the standard for how BFL looks, and build what keeps it consistent across launches, the website, events and everything in between.

This is a hands-on lead role. You'll ship much of the work yourself while setting up the tools and processes that let others ship at your level. Over time, you'll also shape how brand and marketing design grows at BFL, including who we hire next.

What you'll work on

• Lead how our visual identity grows, including logo, type, color, imagery and motion, and turn it into guidelines and design systems others can work from.

• Create the concept and creative direction for each model launch, campaign and event, working with research to show what every new model can do.

• Make the work people see every day, online and offline: social posts, editorial, decks, docs, sales material, event spaces, merchandise and print.

• Own the direction of bfl.ai and our growth pages, and help make the website one of the clearest and strongest expressions of the brand.

• Build templates, internal tools and an agent-readable design system so marketing, sales and engineering can create on-brand work themselves. We'd rather you build the generator than draw the hundredth asset.

• Work with product design on shared foundations like type, color and components, so bfl.ai, the Playground, the dashboard, and other product surfaces feel like one company.

What we're looking for

• At least six years designing brands, and one or two projects you'd still stand behind today, where you played a key role from concept through rollout and others now build on the work. We're looking for an original idea, clear taste and execution that holds up in every detail.

• Deep craft in identity and visual design, from typography and color to layout, art direction and motion. You notice the crop, the spacing and the timing of a transition, and you fix them before anyone asks.

• A quality bar that raises the work around you. You've made a team better before, through the work you shipped and the feedback you gave.

• You're ready to ship from day one. You've started work no one asked for, seen it through, and sorted out disagreements directly with the people involved.

• A systems thinker. You've built guidelines, templates or design systems that others used well without you in the room, and you can tell when work should scale and when it should stay one of a kind.

• You move easily between the big picture and the details. You can make the case for a design decision to a founder, an engineer and a marketer, and you change how you make it for each of them.

• You're comfortable with ambiguity. One week might take you from a model launch to merch to a new page on bfl.ai. Much here isn't figured out yet, and you see that as an opportunity.

• Curiosity about new tools, new problems and getting better at your craft. You can point to something you taught yourself recently and how it changed your work.

Nice to have

• Shipping web pages or prototypes yourself with AI coding tools such as Claude Code.

• Building your own tools for brand work, such as template generators or small internal apps.

• Using generative image or video models in your creative process.

• Motion, 3D or creative coding.

• Experience at an AI lab.

Compensation

EU : €148K - €175K + equity
SF : $219K - $265K + equity