Lead Graphic Designer

📍 Job Overview

Job Title: Lead Graphic Designer

Company: Ello

Location: San Francisco, California, United States

Job Type: FULL_TIME

Category: Creative & Media (Design)

Date Posted: September 02, 2026

Experience Level: 2-5 years

Remote Status: On-site

🚀 Role Summary

• Lead comprehensive, end-to-end design initiatives for a children's education app, encompassing product research, prototyping, playtesting, iteration, and developer handoff to create highly engaging and conversion-focused experiences.

• Drive brand strategy and user experience (UX) by conducting in-depth user research, defining personas, and translating insights into actionable design decisions, in close collaboration with literacy experts and engineering teams.

• Develop and maintain a robust, cohesive brand identity and scalable design systems, leveraging market research and concept creation to ensure brand consistency across all digital and physical touchpoints.

• Design and optimize web interfaces and critical onboarding flows using advanced UI/UX principles to enhance usability, user satisfaction, and conversion rates, fostering strong partnerships with marketing and development departments.

• Create and animate brand characters and dynamic UI assets to significantly drive user engagement, while also providing essential design support for marketing campaigns and internal projects.

📝 Enhancement Note: This role is positioned as a "Lead Graphic Designer" but the responsibilities heavily lean into Product Design and UI/UX, indicating a need for a candidate who can bridge creative brand execution with user-centered product development. The focus on an "education app" and "literacy experts" suggests a mission-driven environment where design directly impacts learning outcomes.

📈 Primary Responsibilities

• Oversee the entire design lifecycle for the children's education app, from initial product research and concept development through to prototyping, user testing, iterative refinement, and seamless developer handoff.

• Conduct thorough brand and user research to establish clear personas and inform strategic design decisions, ensuring a user-centric approach that aligns with educational objectives.

• Collaborate closely with literacy experts and software engineers to continuously expand product features and enhance the user experience, ensuring pedagogical soundness and technical feasibility.

• Develop, document, and maintain a consistent brand identity across all platforms and marketing materials, creating and managing comprehensive design systems for scalability and efficiency.

• Design and optimize user interfaces (UI) and user experience (UX) for web interfaces, onboarding flows, and in-app features to maximize usability, engagement, and conversion rates.

• Create and animate engaging brand characters, visual assets, and UI elements using tools like Adobe After Effects and LottieFiles to boost user interaction and retention.

• Support marketing and internal communication efforts by designing landing pages, digital assets, printed materials, and providing design guidance for cross-functional teams.

• Ensure brand consistency across all touchpoints by acting as a design guardian for marketing collateral, internal presentations, and other creative outputs.

📝 Enhancement Note: The responsibilities highlight a blend of creative brand design and product-focused UI/UX, emphasizing the need for a candidate who can execute on both strategic brand development and tactical user interface design. The mention of "conversion-focused experiences" suggests that design effectiveness will be measured by business outcomes, not just aesthetics.

🎓 Skills & Qualifications

Education: Bachelor’s or foreign equivalent in Graphic Design, Human Computer Interaction (HCI), or a closely related design field.

Experience: Minimum of two (2) years of experience in a relevant design role, such as Graphic Designer, Web Designer, UI/UX Designer, Product Designer, Illustrator, or Animator. Alternatively, four (4) years of experience in these related roles will be considered.

Required Skills:

• Web Design: Proven ability to design intuitive and effective web interfaces.

• Brand Research & Identity: Experience in conducting brand research, market analysis, and developing compelling brand identities.

• Adobe Creative Suite: Advanced proficiency in Adobe Photoshop, Adobe Illustrator, Adobe After Effects, and Adobe Acrobat for creating and manipulating visual assets and animations.

• Figma: Expertise in using Figma for UI/UX design, wireframing, prototyping, and collaborative design workflows.

• LottieFiles: Experience with LottieFiles for implementing high-quality animations in digital products.

• Product Design Fundamentals: At least one (1) year of experience in product design, including user research, wireframing, prototyping, interaction design, and developing user flows for digital products.

• UI/UX Design Principles: Demonstrated understanding and application of UI/UX design principles, including prototyping and preparing assets for user testing.

• Illustration & Animation: At least one (1) year of experience in illustration and animation work, particularly for digital media.

Preferred Skills:

• Experience with children's educational apps or platforms.

• Familiarity with literacy education principles and their application in design.

• Knowledge of accessibility standards in UI/UX design.

• Experience with A/B testing and data-driven design iteration.

• Understanding of agile development methodologies and cross-functional team collaboration.

📝 Enhancement Note: The requirements specify a dual focus on brand/graphic design and product/UI/UX design, with specific tool proficiencies. The minimum of one year of experience with product design elements (user research, prototyping, interaction design) is crucial, differentiating this from a purely graphic design role. The alternative experience pathway (4 years total) offers flexibility for candidates with deep experience but perhaps not the specific degree.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• End-to-End Design Case Studies: Showcase at least 2-3 comprehensive case studies demonstrating your ability to lead design from initial research and ideation through to final execution and iteration, particularly for digital products or applications.

• UI/UX & Product Design Examples: Include detailed examples of user flows, wireframes, interactive prototypes, and final UI designs for web or mobile applications, highlighting problem-solving and user-centric design approaches.

• Brand Identity & System Examples: Present examples of cohesive brand identity development, including logo design, style guides, and how you've applied them across various touchpoints. Demonstrate experience with creating or maintaining design systems.

• Animation & Illustration Work: Feature examples of character animation, UI animations, and custom illustrations created for digital products, showcasing your skill with tools like Adobe After Effects and LottieFiles.

• Conversion & Engagement Focus: Clearly articulate how your design decisions contributed to specific business goals such as user engagement, onboarding completion, or conversion rates, ideally with quantifiable results.

Process Documentation:

• Research & Ideation: Document your process for user research, persona development, and concept generation, explaining how insights informed your design direction.

• Prototyping & Testing: Detail your approach to creating interactive prototypes and conducting user testing or playtesting, including how feedback was incorporated for iteration.

• Developer Handoff: Illustrate your process for preparing and delivering design assets and specifications to development teams, ensuring clarity and efficiency.

• Brand System Management: Explain your methodology for developing, documenting, and maintaining brand guidelines and design systems to ensure consistency.

📝 Enhancement Note: Given the emphasis on "end-to-end design" and specific responsibilities like "product research, prototyping, playtesting, iteration, and developer handoff," a strong portfolio is essential. It should not only showcase aesthetic talent but also demonstrate a systematic approach to problem-solving, user research, and measurable impact.

💵 Compensation & Benefits

Salary Range: $161,387 to $200,000 per annum.

Benefits:

• Comprehensive health, dental, and vision insurance plans.

• Paid time off, including vacation, sick leave, and holidays.

• Opportunities for professional development and continuous learning.

• Potential for stock options or equity, depending on role and company performance.

• Collaborative work environment with a focus on innovation and impact.

• Access to cutting-edge design tools and technologies.

Working Hours: Full-time, typically 40 hours per week. Standard business hours may apply, with flexibility expected for project deadlines and team collaboration.

📝 Enhancement Note: The provided salary range is specific and competitive for a Lead Graphic Designer role in San Francisco, reflecting the high cost of living and the specialized skill set required. The benefits listed are standard for a tech company of this nature, but specific details would need to be confirmed.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology / Education / Children's Media. Ello operates at the intersection of technology and education, focusing on creating digital experiences for children. This suggests a culture that values innovation, creativity, and a mission-driven approach to product development.

Company Size: Ello is likely a growing tech company, possibly a startup or scale-up, indicated by the Ashby job board presence and the structured yet potentially agile nature of the role. This size often means opportunities for direct impact and cross-functional collaboration.

Founded: Ello was founded in 2014, with a history of focusing on design and community platforms. This background suggests a company that values aesthetics, user experience, and potentially a strong artistic or creative ethos.

Team Structure:

• The Lead Graphic Designer will likely be part of a broader product or marketing team, potentially working closely with product managers, UX researchers, engineers, and marketing specialists.

• The role may involve leading or mentoring junior designers if the team expands, or acting as the primary design authority for specific product areas.

• Expect a collaborative environment where designers work closely with stakeholders across different departments to ensure cohesive product and brand development. Methodology:

• Data-Driven Design: Decisions are informed by user research, market analysis, and potentially A/B testing to optimize for engagement and conversion.

• Iterative Development: A focus on continuous improvement through playtesting, feedback loops, and iterative design cycles.

• Cross-Functional Collaboration: Strong emphasis on working with engineering, product management, and literacy experts to bring designs to life effectively.

• Brand Consistency: A commitment to maintaining a unified brand voice and visual identity across all platforms.

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

📝 Enhancement Note: Ello's established presence since 2014, combined with its focus on design and community, implies a company that is passionate about its mission and committed to high-quality creative output. The "Lead" title suggests an opportunity for influence and ownership within the design process.

📈 Career & Growth Analysis

Operations Career Level: This "Lead Graphic Designer" role is positioned at an experienced individual contributor level, with potential for mentorship and strategic input. It requires a candidate who can operate independently, manage projects from conception to completion, and influence design direction. The role bridges creative brand execution with practical product design and UX.

Reporting Structure: The Lead Graphic Designer likely reports to a Head of Design, Creative Director, Head of Product, or potentially a Marketing Director, depending on the company's organizational structure. They will collaborate extensively with Product Managers, Engineers, and Marketing teams.

Operations Impact: The design output directly influences user acquisition and retention for the children's education app. Effective UI/UX design and engaging brand elements are critical for user adoption, engagement, and ultimately, conversion. This role has a direct impact on the product's success and market perception.

Growth Opportunities:

• Specialization: Deepen expertise in UI/UX for educational technology or animation for digital products.

• Leadership: Grow into a Design Manager or Creative Director role, leading larger teams and setting design strategy for the company.

• Cross-Functional Expansion: Transition into Product Management or User Experience Research roles, leveraging a strong understanding of user needs and product development.

• Skill Development: Continuous learning in emerging design tools, animation techniques, and user research methodologies.

📝 Enhancement Note: While titled "Graphic Designer," the scope clearly indicates a path for growth into Product Design leadership or specialized creative roles within the EdTech sector. The emphasis on "lead" suggests opportunities for strategic contribution and mentorship.

🌐 Work Environment

Office Type: The role is listed as "On-site," indicating a traditional office-based work environment. This suggests a company that values in-person collaboration, team cohesion, and a dedicated workspace.

Office Location(s): 24 Shotwell Street, San Francisco, CA 94103. This location places the office in a vibrant part of San Francisco, likely with access to public transportation and a dynamic urban setting.

Workspace Context:

• Collaborative Spaces: The office environment likely includes shared workspaces designed to foster interaction and spontaneous collaboration between design, product, and engineering teams.

• Design Tools & Technology: Access to industry-standard design software (Adobe Creative Suite, Figma, LottieFiles) and hardware necessary for creative work.

• Team Interaction: Regular opportunities for design critiques, brainstorming sessions, and project-specific meetings with cross-functional team members.

Work Schedule: Standard full-time work schedule (typically 40 hours per week). While on-site, there might be some flexibility, but adherence to core business hours and in-office presence will be expected.

📝 Enhancement Note: The on-site requirement in San Francisco implies a company culture that prioritizes face-to-face interaction and team synergy. The specific address allows candidates to research the immediate neighborhood and commute options.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio by the recruiting team to assess basic qualifications and creative output.

• Portfolio Presentation & Discussion: A session where you present 2-3 key case studies from your portfolio, discussing your process, rationale, and impact. Be prepared to dive deep into your design decisions.

• Skills Assessment/Design Challenge: This may involve a practical exercise, such as a short design task, a critique of an existing interface, or a problem-solving scenario related to the app's user experience or brand.

• Team & Stakeholder Interviews: Meetings with potential team members (e.g., other designers, product managers, engineers) and hiring managers to evaluate collaboration style, cultural fit, and strategic thinking.

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

Portfolio Review Tips:

• Curate Strategically: Select case studies that best align with the job description, showcasing both brand identity and product/UX design skills, with a focus on children's apps or educational content if possible.

• Tell a Story: For each case study, clearly articulate the problem, your role, your process (research, ideation, design, testing, iteration), the solutions you implemented, and the measurable outcomes or impact.

• Highlight Process: Emphasize your design thinking, problem-solving approach, and how you use research and user feedback to drive decisions.

• Showcase Tool Proficiency: Demonstrate your command of Figma, Adobe Creative Suite (especially After Effects), and LottieFiles through your work.

• Quantify Impact: Whenever possible, include data, metrics, or specific achievements that demonstrate the effectiveness of your designs (e.g., increased conversion rates, improved user engagement scores).

Challenge Preparation:

• Understand the Product: Thoroughly research Ello's current app and website, paying attention to its branding, user interface, and target audience.

• Anticipate Design Problems: Consider potential UI/UX challenges for a children's education app and how you would approach solving them. Think about engagement, learning, and safety.

• Brand Consistency: Be ready to discuss how you would maintain brand consistency across different design outputs.

• Animation & Illustration: If a creative challenge is given, be prepared to demonstrate your animation or illustration skills relevant to the app's characters or UI.

📝 Enhancement Note: The interview process is likely rigorous, focusing on both creative execution and strategic thinking. A well-prepared portfolio that tells a compelling story about your design process and impact is critical for success.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The core tool for UI/UX design, wireframing, prototyping, and collaborative workflows. Expect to use it extensively for creating interactive designs and user flows.

• Adobe Creative Suite:

  • Adobe Photoshop: For image editing, manipulation, and creating digital assets.
  • Adobe Illustrator: For vector graphics, logo design, and creating scalable illustrations.
  • Adobe After Effects: Essential for creating animations, motion graphics, and dynamic UI elements for the app.
  • Adobe Acrobat: For managing and sharing design documents and specifications.

• LottieFiles: Used for implementing and previewing animations designed in After Effects for web and mobile applications, ensuring efficient and high-quality motion graphics.

Analytics & Reporting:

• While not explicitly listed for the designer, familiarity with tools that provide user analytics (e.g., Google Analytics, Mixpanel, Amplitude) would be beneficial for understanding user behavior and informing design iterations. CRM & Automation:

• Not directly relevant to the designer's core tools but understanding how design assets integrate into marketing automation platforms or CRM systems (e.g., for landing pages) could be advantageous.

📝 Enhancement Note: Proficiency in Figma and the Adobe Creative Suite, with a specific emphasis on After Effects for animation and LottieFiles for implementation, are non-negotiable requirements for this role. This indicates a strong focus on dynamic and engaging visual experiences.

👥 Team Culture & Values

Operations Values:

• Creativity & Innovation: A drive to produce original, engaging, and effective design solutions that push creative boundaries.

• User-Centricity: A deep commitment to understanding and designing for the needs of children and their parents, ensuring educational value and positive user experiences.

• Collaboration: A belief in the power of teamwork, encouraging open communication and shared problem-solving across disciplines.

• Impact-Driven: A focus on creating designs that not only look good but also achieve tangible results, such as increased engagement, learning outcomes, and conversion rates.

• Quality & Craftsmanship: A dedication to producing high-quality, polished work with attention to detail in every aspect of design.

Collaboration Style:

• Cross-Functional Integration: Designers are expected to work seamlessly with product managers, engineers, literacy experts, and marketing teams, actively participating in discussions and contributing design perspectives.

• Constructive Feedback: A culture that encourages open and honest feedback during design reviews, with an emphasis on constructive criticism aimed at improving the final product.

• Shared Ownership: A sense of collective responsibility for the success of the product, where designers contribute to the overall vision and goals of the company.

📝 Enhancement Note: The emphasis on "children's education app" and "literacy experts" suggests a culture that is mission-oriented and values the educational impact of its products. This would likely appeal to designers who want their work to have a positive social impact.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Creative Vision with Technical Constraints: Effectively translating innovative design concepts into feasible and performant digital experiences, especially within an app development cycle.

• Designing for a Young Audience: Understanding the unique cognitive and developmental needs of children to create interfaces that are intuitive, engaging, and age-appropriate, while also adhering to safety and privacy standards.

• Maintaining Brand Consistency Across Diverse Outputs: Ensuring a unified brand identity across product interfaces, marketing materials, and any other visual communications, which can be challenging in a fast-paced environment.

• Measuring Design Impact: Quantifying the effectiveness of design decisions, particularly in an educational context where learning outcomes are key, and translating these into actionable insights.

Learning & Development Opportunities:

• Specialized EdTech Design: Gaining deep expertise in designing for the educational technology sector, understanding pedagogical principles and their application in digital products.

• Advanced Animation & Motion Design: Expanding skills in animation and motion graphics for enhanced user engagement and interactive storytelling.

• Product Strategy & UX Leadership: Developing strategic thinking and leadership capabilities to influence product direction and grow into design leadership roles.

• Industry Trends & Tools: Staying current with the latest design trends, tools, and methodologies in UI/UX, product design, and digital media.

📝 Enhancement Note: The challenges highlight the unique demands of designing for a specific, sensitive audience (children) and within a mission-driven industry (education), requiring a blend of creativity, empathy, and strategic thinking.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for taking a product from initial concept to a fully designed and implemented feature, focusing on a children's educational app." (Focus on user research, prototyping, iteration, and collaboration with experts.)

• "How would you ensure brand consistency across the app's interface, marketing landing pages, and animated characters?" (Discuss design systems, style guides, and your role as a brand guardian.)

• "Given a specific user feedback or data point, how would you approach iterating on an existing UI element or onboarding flow to improve engagement or conversion?" (Prepare a hypothetical scenario and walk through your problem-solving process.) Company & Culture Questions:

• "What excites you about Ello's mission and our focus on children's education?" (Research Ello's values, products, and recent news. Connect your passion to their mission.)

• "How do you approach collaboration with non-designers, such as engineers or literacy experts?" (Highlight your communication skills, ability to translate technical/educational concepts, and respect for other disciplines.)

• "How do you measure the success of your design work, particularly in terms of user engagement and educational impact?" (Prepare examples of metrics you've used and how you've tied design to outcomes.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, use a clear problem-solution-result framework. Start with the challenge, detail your approach and key decisions, and end with the impact or outcome.

• Show, Don't Just Tell: Utilize visuals extensively – wireframes, mockups, prototypes, animation clips – to illustrate your process and final deliverables.

• Emphasize Your Role: Clearly define your specific contributions, especially if working on team projects.

• Be Prepared for Deep Dives: Anticipate questions about your design choices, trade-offs made, and how you handled challenges or feedback.

• Demonstrate Tool Proficiency: Briefly mention and show examples of your work in Figma, Adobe After Effects, and LottieFiles, explaining how they were used effectively.

📝 Enhancement Note: Interview preparation should focus on demonstrating a strong understanding of the product's context (children's education), the specific tools required, and a collaborative, impact-driven design process.

📌 Application Steps

To apply for this Lead Graphic Designer position:

• Submit your application through the provided Ashby link: https://jobs.ashbyhq.com/ello/cddfc034-3c77-409a-8d31-568e477298ec/application

• Curate Your Portfolio: Select 2-3 of your strongest case studies that highlight your end-to-end design process, UI/UX skills for digital products, brand identity work, and animation capabilities. Ensure they align with the requirements for a children's education app.

• Tailor Your Resume: Update your resume to emphasize your experience with Figma, Adobe Creative Suite (especially After Effects), LottieFiles, user research, prototyping, and any experience relevant to children's media or educational products. Quantify achievements where possible.

• Prepare Your Presentation: Practice walking through your selected portfolio case studies, clearly articulating your role, design process, rationale, and the impact of your work. Be ready to discuss how your skills can benefit Ello's mission.

• Research Ello: Thoroughly investigate Ello's website, current app (if accessible), and mission. Understand their brand aesthetic, target audience, and company values to better tailor your application and interview responses.

⚠️ 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.