Brand Designer (Senior/Lead)

📍 Job Overview

Job Title: Brand Designer (Senior/Lead)

Company: GoTymeX

Location: Bangkok, Thailand

Job Type: FULL_TIME

Category: Brand Design / Product Design Operations

Date Posted: May 04, 2026

Experience Level: Senior/Lead (5-10 years)

Remote Status: Hybrid (with relocation package option)

🚀 Role Summary

• Drive the visual identity and brand consistency across GoTymeX's consumer applications (B2C), external partner interfaces (B2B), and internal organizational communications.

• Collaborate within a large, multidisciplinary Design Team of 30+ professionals, including UX designers, UI designers, and Design System specialists, fostering a culture of high-quality, data-driven design.

• Champion the integration of AI into the design process, focusing on its impact on workflows and efficiency rather than solely on output generation.

• Develop and maintain cohesive design systems that scale gracefully, ensuring brand integrity and a unified visual language throughout all products and platforms.

📝 Enhancement Note: This role bridges the gap between core Brand Design and Product Design Operations by requiring a deep understanding of how brand elements translate into user interfaces and digital product experiences. The emphasis on AI integration suggests a forward-thinking approach to design process optimization.

📈 Primary Responsibilities

• Lead the development and execution of brand design strategies for B2C consumer apps, B2B partner integrations, and internal corporate communications, ensuring visual cohesion and brand alignment.

• Create and maintain detailed, high-quality Brand Design assets and guidelines that reflect the company's strategic objectives and award-winning design standards.

• Collaborate closely with UX/UI designers, Design System specialists, and product teams to translate brand vision into intuitive and aesthetically pleasing digital product experiences.

• Critically evaluate and integrate AI tools and methodologies into the brand design workflow to enhance efficiency, explore new creative avenues, and maintain a competitive edge.

• Champion a systematic and big-picture approach to design, ensuring that individual touchpoints contribute to a larger, scalable brand narrative and user journey.

• Contribute to the continuous improvement of design processes through critiques, data analysis, and adherence to agile methodologies.

• Mentor and guide junior designers, providing feedback and fostering a culture of excellence within the design team.

📝 Enhancement Note: The responsibilities highlight a senior-level expectation for strategic brand leadership, cross-functional collaboration, and proactive adoption of new technologies like AI within a structured design operations framework.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's degree in Graphic Design, Visual Communications, or a related field is typically expected for senior-level brand design roles.

Experience: 5+ years of proven work experience as a Senior Brand Designer, primarily within in-house design teams or reputable branding design studios, with a strong track record of delivering successful projects to market.

Required Skills:

• 5+ years of demonstrable experience in Brand Design, with a focus on digital products.

• Proven ability to create beautiful, detail-oriented Brand Designs that have been successfully launched.

• Strong understanding of UX/UI principles and their application in digital product design.

• Critical thinking and a systematic mindset for approaching complex design challenges.

• Excellent English communication skills, essential for stakeholder management and working within a multinational team.

• AI advocacy: Demonstrated understanding of how AI can impact design processes and workflows.

• Experience working across both corporate brand identity and product branding to create visual unification.

Preferred Skills:

• Expertise in Motion Design.

• Expertise in 3D Design.

• Experience with Design Systems.

• Familiarity with Agile methodologies.

• Experience in UX Research or UX Writing.

📝 Enhancement Note: The emphasis on a "portfolio of beautiful, detail-oriented Brand designs (not conceptual) showcasing the delivery of successful projects to the market" indicates a strong preference for candidates with a proven track record of tangible, market-ready output. The AI advocacy is a unique and critical requirement.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A curated portfolio showcasing a minimum of 5 years of professional brand design work, with a clear emphasis on digital products (B2C apps, B2B platforms).

• Detailed case studies demonstrating the end-to-end process of brand development, from conceptualization to market launch, highlighting strategic thinking and execution.

• Examples of how brand identity was applied cohesively across various touchpoints, including digital interfaces, corporate communications, and partner integrations.

• Evidence of systematic thinking and the ability to scale brand designs gracefully, showcasing an understanding of design systems and their maintenance.

Process Documentation:

• Showcase examples of brand guideline documentation, demonstrating clarity, comprehensiveness, and usability for cross-functional teams.

• Illustrate experience with agile design processes, including iterative design, feedback loops, and rapid prototyping.

• Provide evidence of collaboration with UX/UI designers and engineers to ensure seamless implementation of brand designs into functional products.

• Demonstrate an ability to analyze design performance metrics and use data to inform future brand design decisions and optimizations.

📝 Enhancement Note: The portfolio requirements are stringent, demanding not just aesthetic quality but also strategic rationale, process documentation, and demonstrated impact of brand design work, particularly in the digital product space. AI integration evidence is a key differentiator.

💵 Compensation & Benefits

Salary Range: Based on the Senior/Lead experience level (5-10 years), the location in Bangkok, Thailand, and the competitive nature of the tech and design industry, an estimated annual salary range for a Brand Designer (Senior/Lead) would be THB 1,200,000 - THB 2,000,000. This estimate accounts for the cost of living in Bangkok, the demand for specialized design skills, and the provided benefits.

Benefits:

• Competitive salary and performance-based bonus.

• Significant career progress advantages and opportunities for advancement.

• Opportunity to work with a talented, high-performance, multinational design team.

• International working environment with an agile company culture.

• Hybrid working model, offering flexibility between in-office and remote work.

• Overseas travel opportunities for training and work purposes.

• Extensive learning and development opportunities, including paid seminars, conferences, and courses.

• Provision of a company laptop with necessary software, with potential for upgrades.

• A work environment that fosters strong ethics and opportunities for self-improvement.

• Competitive relocation package for candidates willing to move to HCMC.

Working Hours: A standard full-time work week of approximately 40 hours is expected, with the flexibility inherent in a hybrid working model.

📝 Enhancement Note: The salary estimate is based on research for senior-level design roles in major Southeast Asian tech hubs like Bangkok, considering the company's international presence and the listed benefits. The relocation package is a significant draw for international candidates.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology (FinTech/Software Development) - GoTymeX is the technology and operations division of TymeGroup, developing software for GoTyme Bank, a rapidly expanding digital bank. This industry context implies a fast-paced, innovative, and data-driven environment with a strong focus on user experience and digital transformation.

Company Size: The Design Team itself comprises over 30 professionals, indicating a significant investment in design capabilities. GoTyme Group, as a whole, is likely larger, supporting multiple business units and global operations. This size suggests structured processes but also opportunities for impact and cross-functional collaboration.

Founded: Tyme Group's origins trace back to 2009, with GoTyme Bank launching in South Africa in 2022 and expanding into Southeast Asia. This history indicates a mature organization with established expertise in digital banking and technology development, now scaling aggressively.

Team Structure:

• The Design Team is substantial (30+ professionals), with diverse specializations (UX, UI, Brand, Motion, 3D, Research, Writing, Strategy), suggesting a well-resourced and specialized function.

• Reporting structure likely involves team leads or managers overseeing specific design disciplines, with a Head of Design or Design Director at the top.

Methodology:

• Data-driven decision-making is a core principle, influencing design choices and process improvements.

• Agile methodologies are employed, supporting iterative development and rapid response to market needs.

• Emphasis on quality design is evident through internal standards and external accolades (Red Dot Award, UX Design Award, Design for Asia Award).

• Collaboration through meetings, critiques, and shared platforms is standard practice.

Company Website: https://jobs.workable.com/company/gsKgBjaRMk9PKoh9xkvevJ/jobs-at-gotymex (This URL points to the company's job portal, not a primary corporate site; a general search for GoTymeX or Tyme Group would yield more corporate information.)

📝 Enhancement Note: The company culture is geared towards high performance, innovation, and quality, particularly within the design function. The blend of agile practices and a structured design team indicates a mature operational framework for product development.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a Senior/Lead level within Brand Design. It signifies a high degree of autonomy, strategic responsibility, and the potential to influence design direction. The expectation is for an individual who can not only execute but also strategize, mentor, and drive significant brand initiatives, bridging corporate branding with product design.

Reporting Structure: The Brand Designer will likely report to a Design Manager or Head of Brand Design, with close collaboration across multiple product teams and potentially with marketing and operations leadership. The role is embedded within a larger Design Team, offering opportunities for peer learning and mentorship.

Operations Impact: The Brand Designer's impact is crucial for establishing and maintaining a strong, unified brand identity across all customer and partner touchpoints. This directly influences brand perception, customer acquisition and retention, market positioning, and overall business success. By ensuring visual cohesion, they enhance user experience and trust, which are critical for a digital banking and financial services provider.

Growth Opportunities:

• Leadership Development: Potential to move into a Design Lead or Managerial role within the Brand Design discipline or a broader design leadership position as the company expands.

• Skill Specialization: Opportunities to deepen expertise in areas like AI integration in design, motion graphics, 3D design, or advanced brand strategy through company-sponsored training and projects.

• Cross-Functional Exposure: Gain experience in product strategy, marketing, and operations by collaborating on diverse projects, broadening career horizons within the FinTech sector.

• Global Impact: Contribute to the brand's presence across multiple regions (Southeast Asia, Asia-Pacific), offering exposure to diverse markets and user needs.

📝 Enhancement Note: The Senior/Lead designation, coupled with the company's rapid growth and award-winning design team, presents a strong trajectory for career advancement. The emphasis on AI and digital products suggests a focus on modern design leadership skills.

🌐 Work Environment

Office Type: The company operates a hybrid working model, indicating a mix of remote work and in-office collaboration. For those relocating to HCMC (where most of the design team is based), there will be opportunities for in-person interaction and access to office facilities.

Office Location(s): While the role is listed for Bangkok, Thailand, the description mentions that most of the design team is based in HCMC (Ho Chi Minh City). This suggests that while the role is geographically tied to Thailand, the primary design hub and potential relocation destination is Vietnam. The company also operates across South Africa and Southeast Asia.

Workspace Context:

• Collaborative Environment: The Design Team is large and actively collaborates through meetings and critiques, fostering a dynamic and interactive workspace, whether in-person or virtual.

• Tools & Technology: Candidates will be provided with a company laptop and necessary software, indicating a commitment to equipping designers with the right tools. Access to cutting-edge design software and potentially AI-powered tools is expected.

• Team Interaction: Regular team meetings, design critiques, and cross-functional project work ensure consistent interaction with peers, managers, and stakeholders, promoting knowledge sharing and collective problem-solving.

Work Schedule: The hybrid model offers flexibility, allowing individuals to balance remote work with in-office days. Standard full-time hours (approx. 40 per week) are expected, with the flexibility to manage tasks and projects effectively within the agile framework.

📝 Enhancement Note: The mention of HCMC as the primary design hub, despite the role being in Bangkok, suggests a potential need for relocation to Vietnam for maximum team integration. The hybrid model supports work-life balance while emphasizing collaborative in-person interaction.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of CV and portfolio to assess experience, skills, and alignment with the role's requirements, particularly the focus on digital brand design and AI integration.

• Portfolio Review & Case Study Presentation: A dedicated session where candidates present their portfolio, discussing specific projects, their strategic approach, design process, and the impact of their work. Expect questions on how AI was utilized.

• Technical/Skills Assessment: Potentially a design challenge or a deeper dive into specific design tools, systems thinking, or brand implementation scenarios.

• Team/Cultural Fit Interview: Discussion with members of the design team and potentially hiring managers to assess collaboration style, communication skills, and alignment with the company's agile and quality-focused culture.

• Final Interview: Meeting with senior leadership to discuss strategic vision, leadership potential, and overall fit for the Senior/Lead position.

Portfolio Review Tips:

• Curate Strategically: Select projects that best demonstrate your experience in digital product brand design, corporate branding, and successful market launches. Prioritize quality over quantity.

• Highlight Process & Strategy: For each project, clearly articulate the problem, your strategic approach, the design process (including AI integration), your specific role, and the measurable outcomes or impact.

• Showcase Detail & Cohesion: Emphasize the detail-oriented nature of your work and how you ensured visual consistency across different platforms and applications.

• Address AI Integration: Be prepared to discuss your understanding and practical application of AI in your design workflow. Explain how it benefited the process or outcome.

• Prepare for Presentation: Practice presenting your portfolio concisely and engagingly, anticipating questions about your decisions and methodologies.

Challenge Preparation:

• Understand GoTymeX: Research the company's mission, products (GoTyme Bank), target audience, and existing brand identity.

• Brand System Thinking: Be ready to discuss how you would approach unifying a brand across diverse digital products and corporate communications.

• AI in Design: Prepare to articulate your perspective on AI's role in modern brand design and how you would leverage it responsibly.

📝 Enhancement Note: The portfolio is paramount. Candidates must clearly demonstrate not only creative talent but also strategic thinking, process rigor, and an understanding of how brand translates into digital product success, with a specific focus on AI.

🛠 Tools & Technology Stack

Primary Tools:

• Design Software: Proficiency in industry-standard design tools such as Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), Figma, Sketch, or similar. Figma is often preferred for collaborative digital product design.

• Prototyping Tools: Experience with tools like Figma, InVision, Adobe XD, or Principle for creating interactive prototypes.

• AI Design Tools: Familiarity with emerging AI tools for graphic design, ideation, asset generation, or workflow automation is highly desirable.

Analytics & Reporting:

• While not a primary focus for a Brand Designer, an understanding of analytics tools (e.g., Google Analytics, Mixpanel, Amplitude) to interpret user behavior data and inform design decisions is beneficial.

CRM & Automation:

• Not directly applicable to the Brand Designer role, but awareness of how brand guides user journeys within CRM systems or marketing automation platforms can be advantageous.

• Experience with project management tools (e.g., Jira, Asana, Trello) for workflow tracking and collaboration.

📝 Enhancement Note: The emphasis on AI advocacy suggests the company is open to or actively exploring AI-powered design tools. Proficiency in collaborative design platforms like Figma is likely critical for team integration.

👥 Team Culture & Values

Operations Values:

• Quality Obsession: A deep commitment to delivering high-quality, detail-oriented design that meets international standards (evidenced by awards).

• Systematic Approach: Valuing critical thinking and a focus on the big picture, ensuring designs are scalable, cohesive, and strategically sound.

• AI Advocacy: Embracing technological advancements, particularly AI, to enhance design processes and outcomes.

• Collaboration & Communication: Fostering an environment of open communication, critiques, and teamwork across diverse disciplines and geographies.

• "Just Do It" Attitude: A proactive, results-oriented mindset focused on finding solutions and driving projects to completion.

Collaboration Style:

• Multidisciplinary: Active collaboration with UX/UI designers, researchers, writers, and strategists to create holistic product experiences.

• Data-Informed: Utilizing data and user feedback to guide design decisions and iterate on solutions.

• Critique-Oriented: Regular design critiques are a key mechanism for feedback, learning, and elevating the quality of work.

• Agile & Iterative: Working in an agile framework that encourages flexibility, rapid iteration, and continuous improvement.

📝 Enhancement Note: The team culture values both creative excellence and operational efficiency. The blend of artistic skill with a systematic, data-informed, and AI-aware approach is central to their collaborative ethos.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Cohesion with Product Evolution: Ensuring a consistent brand identity across rapidly evolving digital products and diverse markets can be challenging. Mitigation involves robust design systems and clear communication.

• Integrating AI Effectively: Navigating the rapid evolution of AI in design and integrating it meaningfully into workflows without compromising quality or originality requires continuous learning and strategic adoption.

• Global Brand Consistency: Maintaining brand integrity and cultural relevance across different regions (Southeast Asia, Asia-Pacific) presents unique challenges.

• Stakeholder Alignment: Effectively communicating design vision and securing buy-in from diverse stakeholders across different departments and geographies.

Learning & Development Opportunities:

• AI in Design Workshops: Participate in or lead initiatives exploring and implementing new AI design tools and workflows.

• Advanced Brand Strategy: Deepen expertise in strategic brand building, brand architecture, and global brand management.

• Motion/3D Skill Enhancement: Develop or refine skills in motion graphics and 3D design, which are listed as significant advantages for this role.

• Leadership Training: Access to programs focused on mentoring, team management, and design leadership within a multinational tech environment.

📝 Enhancement Note: The role offers a unique opportunity to shape brand identity in a high-growth FinTech environment while pioneering the use of AI in design. The challenges are directly tied to growth and innovation, offering significant learning potential.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for developing a comprehensive brand identity for a digital product, from initial research to final rollout. How would you ensure it scales across B2C and B2B applications?"

• "How do you see AI impacting the future of brand design? Provide specific examples of AI tools or techniques you would leverage in this role to enhance our brand's visual communication."

Company & Culture Questions:

• "What attracts you to GoTymeX and our mission in the FinTech space?"

• "How do you typically collaborate with UX/UI designers, product managers, and engineers? Describe a time you had to align differing opinions on design direction."

Portfolio Presentation Strategy:

• Structure for Impact: Begin with a high-level overview of your experience and philosophy. Then, dive into 2-3 key projects, using a STAR (Situation, Task, Action, Result) or similar framework for each.

• Visual Storytelling: Use strong visuals, but ensure they are supported by clear narrative explaining the "why" behind your design decisions.

• Quantify Results: Whenever possible, present metrics demonstrating the success of your designs (e.g., increased engagement, improved conversion rates, brand recall).

• Demonstrate AI Integration: Clearly point out where and how AI played a role in your process or output for specific projects.

• Engage and Inquire: Be prepared to answer questions thoroughly and ask insightful questions about the team, their processes, and future challenges.

📝 Enhancement Note: Interviewers will be looking for a blend of creative excellence, strategic thinking, process discipline, and adaptability, particularly concerning AI. A strong, well-articulated portfolio is the cornerstone of the application.

📌 Application Steps

To apply for this Brand Designer (Senior/Lead) position:

• Submit your application through the provided link on Workable.

• Portfolio Customization: Ensure your shared portfolio prominently features digital product brand design work, case studies detailing your process (including AI integration), and evidence of successful market launches. Tailor the selection to align with GoTymeX's B2C and B2B focus.

• Resume Optimization: Highlight your 5+ years of experience, specific skills in digital brand design, UX/UI understanding, AI advocacy, and any motion/3D expertise. Quantify achievements where possible.

• Interview Preparation: Practice presenting your portfolio, articulating your design strategy, and discussing your approach to AI integration. Prepare thoughtful questions about the team's culture and challenges.

• Company Research: Familiarize yourself with GoTymeX, GoTyme Bank, and the broader FinTech landscape in Southeast Asia. Understand their brand values and design accolades.

⚠️ 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.