Brand Designer

📍 Job Overview

Job Title: Brand Designer

Company: Heidi

Location: Melbourne, Victoria, Australia

Job Type: FULL_TIME

Category: Brand & Product Design / Creative Operations

Date Posted: 2026-09-18

Experience Level: Mid-Level (2-5 years)

Remote Status: Fully Remote (Australia-based)

🚀 Role Summary

• Drive the visual identity of Heidi by creating compelling illustrated assets and visual components for web and product interfaces, including icons, hero illustrations, and abstract UI patterns.

• Serve as a critical liaison between the Brand and Product teams, translating high-level brand concepts into practical, component-friendly visual systems that support product execution.

• Support marketing campaigns and product launches by developing artwork, exploring compositional ideas, and delivering library-ready assets that maintain brand consistency.

• Collaborate with senior designers to refine visual direction and scale our illustration and iconography systems, ensuring a cohesive and evolving brand aesthetic.

• Leverage a strong understanding of digital design principles and tools to create impactful visual experiences that resonate with healthcare professionals and patients.

📝 Enhancement Note: While the title is "Brand Designer," the responsibilities clearly indicate a strong product design component, requiring the candidate to translate brand into functional UI elements. This role sits at the intersection of brand, product, and creative operations, demanding a blend of artistic skill and technical design application within a fast-paced scale-up environment. The focus on "component-friendly visual systems" and "supporting product execution" highlights the need for a designer who understands design systems and scalable design practices, crucial for efficient GTM operations.

📈 Primary Responsibilities

• Develop and execute a wide range of illustrated assets, including icons, hero illustrations, abstract UI patterns, and detailed artwork for web and product interfaces.

• Translate brand strategy and creative concepts into tangible visual components that enhance user experience and reinforce Heidi's brand identity across all digital touchpoints.

• Act as a creative bridge, ensuring seamless integration of brand aesthetics into product design and vice versa, fostering collaboration between Brand, Product, and Engineering teams.

• Support marketing and launch initiatives by producing high-quality artwork, exploring diverse compositional approaches, and preparing assets for broad deployment.

• Collaborate with senior designers to iterate on visual direction, contribute to the evolution of illustration and iconography systems, and maintain brand consistency at scale.

• Experiment with emerging design techniques, such as 3D or mixed-media approaches, to push creative boundaries and explore new visual territories for the brand.

📝 Enhancement Note: The emphasis on "component-friendly visual systems" and "evolving illustration and iconography systems for scale" points to a need for a designer who can think systematically. This is crucial for efficient GTM operations, as well-defined visual systems reduce design and development time for future campaigns and product updates, ensuring faster iteration cycles.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong portfolio demonstrating equivalent knowledge and practical application is highly valued.

Experience: 2+ years of professional experience in graphic design, brand design, or product design, or an outstanding graduate portfolio showcasing relevant skills.

Required Skills:

• Exceptional illustration skills with a keen eye for composition and visual storytelling.

• Proven ability to translate brand concepts into reusable visual components and systems.

• Proficiency in Figma for interface design and component-based workflows.

• Mastery of Adobe Creative Suite (Photoshop, Illustrator) for asset creation and manipulation.

• Experience designing for digital platforms, understanding UI/UX principles.

• A collaborative mindset, with the ability to work effectively across Product, Marketing, and Engineering teams.

• An experimental and adaptive approach to design, comfortable merging art and technology. Preferred Skills:

• Familiarity with motion design tools such as After Effects and Lottie for dynamic visual elements.

• Basic experience with 3D design software like Blender, Cinema 4D, or Spline for richer visual textures.

• Understanding of design systems and their implementation for scalable product development.

• Experience in the healthcare technology sector, understanding its unique design considerations.

📝 Enhancement Note: The requirement for "component-friendly visual systems" and experience with "Figma" strongly suggests the company is building or utilizing a design system. For a Brand Designer role, this implies a need for skills beyond pure aesthetics, including the ability to design for reusability, scalability, and integration into a larger product ecosystem—a key operational consideration for GTM.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a diverse range of illustration work, demonstrating skill in creating icons, hero illustrations, and abstract UI patterns.

• Include case studies that highlight the process of translating brand strategy into tangible visual assets for digital products or campaigns.

• Feature examples of how you have contributed to or worked within a design system, emphasizing component reusability and scalability.

• Demonstrate experience in designing for digital platforms, with a focus on creating cohesive visual experiences across web and product interfaces.

• If applicable, include examples of motion graphics or 3D work that illustrate your experimental design capabilities. Process Documentation:

• Illustrate your design process from brief to final asset delivery, highlighting collaboration points with Product, Marketing, and Engineering.

• Detail how you approach asset creation for both standalone campaigns and integration into a larger product design system.

• Showcase how you ensure brand consistency and visual integrity across various digital touchpoints.

• Provide examples of how you iterate on visual direction and contribute to evolving design systems.

📝 Enhancement Note: Given the emphasis on "component-friendly visual systems" and "evolving illustration and iconography systems for scale," candidates should prepare portfolio pieces that explicitly demonstrate their ability to design for modularity and reusability. This aligns with operational efficiency, enabling faster deployment and consistent branding across multiple product lines and marketing efforts.

💵 Compensation & Benefits

Salary Range: An estimated annual salary range for a Brand Designer with 2-5 years of experience in Melbourne, Australia, typically falls between AUD $75,000 to $110,000. This range accounts for the cost of living in Melbourne and industry benchmarks for mid-level design roles within a growing tech company.

Benefits:

• Learning & Development Budget: $1,000 annually to support professional growth, skill enhancement, and industry-specific training relevant to design and creative operations.

• Health & Wellness Allowance: $150 per month to support employee well-being, covering activities, gym memberships, or other health-focused expenses.

• Home Office Budget: $500 to equip a comfortable and productive remote workspace, ensuring operational efficiency and employee comfort.

• Generous Parental Leave: 26 weeks paid primary and 18 weeks paid secondary parental leave, supporting work-life balance and family commitments.

• Fertility Support: Up to $10,000 to assist with fertility treatments, demonstrating a commitment to comprehensive employee well-being.

• Work from Anywhere: Four weeks per year to work remotely from any location, offering flexibility and global perspective.

• Serious Equity: Significant stock options, providing ownership and a stake in the company's success, aligning employee incentives with company growth objectives.

Working Hours: 40 hours per week, with a strong emphasis on outcomes over inputs. This allows for flexibility in scheduling, enabling operations professionals to manage their time effectively while ensuring project deliverables and strategic goals are met.

📝 Enhancement Note: The detailed benefits package, including a learning budget, home office setup, and significant parental leave, indicates a company that invests in its employees' long-term well-being and professional development. For operations roles, this signifies a supportive environment that values sustainable performance and employee satisfaction, crucial for retaining talent in high-demand fields. The "work from anywhere" policy is also a significant perk for remote operations professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Healthcare Technology (HealthTech), specifically focusing on AI-driven solutions for clinicians. This dynamic sector requires innovative design to communicate complex technical solutions and build trust.

Company Size: A rapidly growing scale-up, indicating a fast-paced environment with opportunities for significant impact and rapid career progression, but also demanding agility and adaptability from team members.

Founded: Founded 18 months prior to the job posting, Heidi is in a critical growth phase, having found product-market fit and now expanding its offerings. This implies a culture that is still evolving, with opportunities to shape processes and contribute to foundational elements of the company.

Team Structure:

• The Brand Designer will likely be part of a broader Design or Creative team, reporting to a Senior Designer or Design Lead.

• Close collaboration is expected with Product Management, Engineering, and Marketing teams to ensure cohesive GTM strategies.

• The company culture emphasizes "leading, not waiting," "following the evidence," and "owning the outcome," suggesting a proactive, data-driven, and accountable team environment. Methodology:

• Data-Driven Decision Making: "Follow the evidence" and "Ship, measure, go again" highlight a commitment to iterative development based on user feedback and performance metrics.

• Agile & Iterative Design: The focus on "more iterations beat better planning" and "precise at pace" points to an agile approach, where rapid prototyping and testing are prioritized.

• User-Centricity: "Live in clinicians' reality" underscores a deep commitment to understanding and designing for the end-user's actual needs and challenges.

Company Website: https://www.heidihealth.com/

📝 Enhancement Note: The company's rapid growth and recent product-market fit suggest an environment where processes are still being formalized. For a Brand Designer, this means an opportunity to influence design standards and contribute to the foundational visual language of a scaling HealthTech company. The culture values proactive individuals who can "own the outcome" and drive initiatives forward, which is essential for operational effectiveness.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Mid-Level Brand Designer, typically requiring 2-5 years of relevant experience. It offers a significant opportunity to grow within a fast-paced scale-up environment, moving towards Senior Designer or specialized roles (e.g., Illustration Lead, Design Systems Specialist) as the company expands.

Reporting Structure: The Brand Designer will likely report to a Senior Designer or Head of Design. Collaboration will be extensive with Product Managers, Engineers, and Marketing leads, providing broad exposure to different facets of the GTM process.

Operations Impact: The Brand Designer's work directly influences the perception and adoption of Heidi's AI Care Partner. High-quality, consistent branding and product visuals are crucial for building trust in the healthcare sector, driving user acquisition, and supporting the overall GTM strategy by making the product appealing and understandable.

Growth Opportunities:

• Skill Specialization: Deepen expertise in illustration, motion design, 3D, or design systems through hands-on project work and the provided learning budget.

• Leadership Potential: As the company scales, opportunities to lead design initiatives, mentor junior designers, and influence design strategy will emerge.

• Cross-Functional Development: Gain exposure to product development, marketing campaigns, and engineering workflows, broadening understanding of the full GTM lifecycle and operational interdependencies.

• Industry Influence: Contribute to shaping the visual identity of a leading AI HealthTech company, potentially influencing design trends within the sector.

📝 Enhancement Note: The "scale-up game" nature of Heidi means that a mid-level designer can quickly gain significant responsibility and visibility. For operations professionals, this translates to rapid learning curves and the potential to shape how design and brand operations are executed within the company. The emphasis on "true A-players progress extremely fast" indicates a performance-driven environment where impact is highly valued.

🌐 Work Environment

Office Type: Fully Remote within Australia. This allows for flexibility and a distributed team structure, emphasizing asynchronous communication and digital collaboration tools.

Office Location(s): While the role is remote, the company is headquartered in Melbourne, Victoria, Australia, indicating a primary operational base and potential for in-person meetups or team offsites.

Workspace Context:

• Digital Collaboration: Reliance on tools like Figma, Slack, and other project management software to facilitate seamless communication and collaboration among remote team members.

• Productive Home Setup: The provision of a $500 home office budget supports the creation of an ergonomic and efficient workspace, crucial for sustained productivity in a remote setting.

• Cross-functional Interaction: Opportunities to engage with diverse teams (Product, Engineering, Marketing), fostering a dynamic and collaborative work environment despite the remote setup.

Work Schedule: The company operates on an "outcomes > inputs" philosophy, allowing for flexible working hours. This means employees are trusted to manage their schedules to meet deadlines and achieve objectives, promoting a healthy work-life balance essential for sustainable performance in demanding roles.

📝 Enhancement Note: A fully remote setup for a creative role like Brand Designer requires strong self-discipline and excellent communication skills. For operations-minded individuals, this environment emphasizes the importance of clear documentation, asynchronous communication protocols, and reliance on digital tools to maintain workflow efficiency and team alignment.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of application, resume, and portfolio to assess suitability for the role and alignment with Heidi's values.

• Portfolio Review & Discussion: A dedicated session with senior design or hiring managers to walk through selected portfolio pieces, discussing design rationale, process, and impact.

• Skills Assessment/Challenge: Potentially a small design challenge or case study focused on translating brand into product components or illustrating a concept relevant to healthcare. This assesses practical skills and problem-solving abilities.

• Team/Culture Fit Interview: Discussion with team members from Design, Product, or Engineering to evaluate collaboration style, cultural alignment, and how the candidate embodies Heidi's core values.

• Final Interview: Likely with a company leader to discuss strategic fit, long-term vision, and compensation.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest projects that best showcase illustration, brand-to-product translation, and digital design skills. Prioritize work that demonstrates your ability to create reusable components and visual systems.

• Tell a Story: For each project, clearly articulate the problem, your role, the process you followed (including collaboration), the solutions you implemented, and the impact of your work. Use visuals to support your narrative.

• Highlight Operations Alignment: If possible, showcase how your design decisions contributed to efficiency, scalability, or faster GTM for previous projects. For instance, a well-designed icon system that reduced development time.

• Demonstrate Figma Proficiency: Be ready to discuss your Figma workflow, component libraries, and how you leverage the tool for efficient design and collaboration.

• Showcase Brand Thinking: Explain how you approach understanding and translating a brand's essence into visual elements that resonate with the target audience.

Challenge Preparation:

• Understand Heidi's Mission: Research Heidi's work in healthcare AI and its mission to "double the world’s healthcare capacity." Be prepared to apply design thinking to this context.

• Practice Brand Translation: Develop a mini-exercise in your mind or on paper for how you would translate a given brand attribute (e.g., "trustworthy," "innovative") into visual elements for a digital product.

• Iconography & Illustration Skills: Be ready to sketch or quickly illustrate simple concepts or icons related to healthcare or AI if a challenge is presented.

• Systematic Thinking: Prepare to discuss how you would ensure consistency and scalability for visual elements across a growing product suite.

📝 Enhancement Note: The emphasis on "component-friendly visual systems" and "evolving illustration and iconography systems for scale" means that portfolio pieces demonstrating design system contributions or the creation of reusable assets will be highly valued. Applicants should be prepared to discuss how their design approach supports operational efficiency and faster GTM.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, prototyping, and collaborative workflows. Expect to use its advanced features for component creation, design systems, and handoff.

• Adobe Creative Suite: Photoshop and Illustrator are critical for creating high-quality illustrations, icons, and visual assets.

• After Effects & Lottie (Preferred): For creating engaging animations and motion graphics that enhance user experience and brand storytelling.

• 3D Software (Blender, Cinema 4D, Spline) (Bonus): For exploring advanced visual textures, product mockups, or unique brand assets.

Analytics & Reporting: While not directly a designer's tool, understanding how design impacts metrics (e.g., conversion rates, user engagement) is beneficial. Familiarity with tools that track user behavior and A/B testing results can inform design decisions.

CRM & Automation: As a Brand Designer, direct interaction with CRM or marketing automation tools might be minimal, but understanding how visual assets are deployed through marketing channels (e.g., email, social media) is advantageous.

📝 Enhancement Note: Proficiency in Figma and Adobe Creative Suite is non-negotiable. The preference for motion design tools and 3D software indicates a company that values rich visual experiences and is willing to invest in cutting-edge design execution, which can significantly impact GTM effectiveness by creating more compelling marketing materials and user interfaces.

👥 Team Culture & Values

Operations Values:

• Build for the Next Decade, Not Next Quarter: A long-term vision and commitment to sustainable impact, encouraging strategic thinking in design choices.

• Lead, Don't Wait: Proactive problem-solving and initiative-taking are highly valued. Designers are expected to identify opportunities and drive solutions.

• Follow the Evidence: Data-informed design is key. Decisions should be backed by user research, performance metrics, and empirical data.

• Own the Outcome: Full accountability for projects from conception to completion, fostering a sense of responsibility and end-to-end ownership.

• Ship, Measure, Go Again: An iterative and agile approach to design and development, prioritizing rapid deployment and continuous improvement.

• Live in Clinicians' Reality: Deep empathy and understanding for the end-user, ensuring designs are practical, effective, and considerate of real-world constraints.

Collaboration Style:

• Cross-Functional Integration: Close working relationships with Product, Engineering, and Marketing are fundamental to ensuring design aligns with business objectives and technical feasibility.

• Iterative Feedback Loops: An environment where constructive feedback is welcomed and used to refine designs, supporting the "Ship, measure, go again" philosophy.

• Knowledge Sharing: A culture that encourages sharing insights, best practices, and learnings across teams to foster collective growth and innovation.

📝 Enhancement Note: The company's values are deeply ingrained in their operational philosophy. For a Brand Designer, understanding these values is crucial for aligning design decisions with the company's strategic goals and ensuring effective collaboration with teams focused on product development and market execution.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Vision with Product Constraints: Effectively translating a strong brand identity into functional, scalable product components while adhering to technical limitations and user experience best practices.

• Rapid Iteration in a Growing Company: Keeping pace with the fast-evolving needs of a scale-up, where design requirements can change quickly, demanding agility and efficient workflow management.

• Communicating Complex AI Concepts Visually: Developing clear and compelling visual narratives for sophisticated AI healthcare technology that resonate with a diverse audience of clinicians and stakeholders.

• Maintaining Brand Consistency at Scale: Ensuring a cohesive and high-quality brand experience across an expanding range of products and marketing initiatives in a remote-first environment.

Learning & Development Opportunities:

• Advanced Design Skills: Opportunities to master illustration, motion graphics, and 3D design through project work and the annual learning budget.

• Design Systems Expertise: Develop deep knowledge in building and maintaining scalable design systems, a critical component of efficient GTM operations.

• HealthTech Industry Insight: Gain a nuanced understanding of the healthcare technology landscape, its unique design challenges, and user needs.

• Leadership & Strategy: Potential to grow into leadership roles, influencing design strategy and mentoring junior team members as the company scales.

📝 Enhancement Note: The challenges highlight the operational complexities of a fast-growing HealthTech company. A Brand Designer who can navigate these challenges by leveraging systematic design approaches and strong collaborative skills will find significant growth opportunities in shaping the company's visual strategy and contributing to its GTM success.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you translated a complex brand concept into a set of reusable visual components for a digital product. What was your process, and what was the outcome?" (Focus on process, component thinking, and impact.)

• "How do you approach ensuring brand consistency across a growing product suite and diverse marketing materials, especially in a remote setting?" (Focus on systems, collaboration, and operational efficiency.)

• "Given Heidi's mission to 'double the world's healthcare capacity,' how would you visually represent the concept of 'AI Care Partner' in an illustration or icon?" (Focus on creative problem-solving, understanding the mission, and visual communication.) Company & Culture Questions:

• "How do Heidi's core values (e.g., 'Lead, don't wait,' 'Own the outcome') resonate with your personal work philosophy and how would you apply them in this role?" (Focus on cultural alignment and proactive contribution.)

• "What are your thoughts on working in a fast-paced, remote-first scale-up environment like Heidi, and how do you maintain collaboration and productivity?" (Focus on adaptability, communication, and operational self-management.)

• "How do you stay updated on design trends, particularly in areas like AI, healthcare technology, or emerging visual media (e.g., 3D)?" (Focus on continuous learning and industry awareness.) Portfolio Presentation Strategy:

• Narrative Flow: Structure your presentation around key projects, using a clear story arc: problem, your role, process, solution, and impact.

• Highlight Systems Thinking: For relevant projects, explicitly discuss how your design contributed to scalability, reusability, or efficiency. Showcase your Figma component libraries and design system contributions.

• Demonstrate Brand-to-Product Translation: Clearly articulate how you moved from brand strategy or guidelines to specific visual assets and UI elements.

• Explain Your Process: Be ready to detail your steps, including research, ideation, collaboration, iteration, and final delivery. Emphasize how you incorporated feedback.

• Embrace Experimentation: If you have 3D or motion work, explain the rationale behind its use and how it enhanced the user experience or brand message.

📝 Enhancement Note: Candidates should prepare to speak extensively about their experience with design systems, component creation, and how their work supports operational efficiency and GTM velocity. Demonstrating an understanding of how visual assets contribute to the broader business objectives will be key.

📌 Application Steps

To apply for this Brand Designer position:

• Submit your application through the provided link on Ashby.

• Craft a compelling resume that highlights your 2+ years of experience in graphic, brand, and product design, using keywords such as "illustration," "Figma," "Adobe Creative Suite," "design systems," and "digital asset creation." Quantify achievements where possible.

• Curate a targeted portfolio that showcases your strongest illustration skills, your ability to translate brand into product components, and your experience with digital design tools. Ensure it clearly demonstrates your process and impact, with specific attention to projects involving reusable assets or design systems.

• Prepare to discuss your portfolio in detail, focusing on how your design solutions contributed to project success, efficiency, and brand consistency. Be ready to articulate your design process and how you collaborate with cross-functional teams.

• Research Heidi's mission and values thoroughly. Understand their work in AI healthcare and how your design contributions can support their goal of "doubling the world's healthcare capacity." Prepare to discuss how your personal values align with Heidi's culture.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.