Principal Designer- Brand Systems

📍 Job Overview

Job Title: Principal Designer - Brand Systems

Company: Edmentum

Location: United States

Job Type: Full-Time

Category: Design Operations / Brand Strategy

Date Posted: November 4, 2026

Experience Level: 10+ Years

Remote Status: Remote Solely

🚀 Role Summary

• Spearhead the strategic development, governance, and continuous evolution of Edmentum's comprehensive design systems and Figma component libraries, ensuring a unified and scalable visual language.

• Champion and maintain robust brand guidelines and visual identity standards that cohesively define Edmentum's presence across all customer touchpoints and marketing channels.

• Design and implement accessible, responsive web experiences, user interface (UI) solutions, and digital templates that enhance user engagement and brand recognition.

• Craft compelling and impactful marketing assets across a diverse range of platforms, including digital, social media, email campaigns, web content, presentations, events, and print collateral, all while maintaining brand integrity.

• Foster strong, collaborative partnerships with Product, Development, Marketing, and Content teams to ensure a singular, consistent brand experience is brought to life across the organization.

• Leverage expertise in motion graphics and animation to develop engaging visual narratives and dynamic content that elevates brand storytelling and user experience.

• Drive process improvements through championing smarter workflows, robust documentation practices, and the integration of AI-enhanced design methodologies to boost efficiency and innovation.

📝 Enhancement Note: This role is positioned as a Principal Designer, indicating a senior leadership capacity within the design function, specifically focused on the foundational elements of brand and design systems. The emphasis on "leading development, governance, and evolution" and "shaping and maintaining brand guidelines" suggests a strategic, ownership-driven role rather than purely execution. The "Remote First" company culture implies a need for strong self-management and excellent virtual collaboration skills.

📈 Primary Responsibilities

• Lead the end-to-end creation, implementation, and ongoing maintenance of Edmentum's enterprise-level design system, including the comprehensive management of Figma component libraries, variations, and documentation.

• Define, document, and enforce brand identity standards, ensuring consistency in visual elements, tone of voice, and overall brand expression across all internal and external communications.

• Develop and design scalable, accessible, and user-centric web experiences, UI components, and templates that adhere to best practices in responsive design and user experience (UX).

• Produce high-impact marketing collateral, including digital advertisements, social media graphics, email templates, website banners, presentation decks, event materials, and print collateral, ensuring brand alignment and creative excellence.

• Collaborate closely with Product Management, Engineering, and Marketing teams to translate business objectives and user needs into cohesive design solutions that reinforce the Edmentum brand.

• Conceptualize and produce motion graphics, animations, and short-form video content to enhance marketing campaigns, product features, and brand storytelling initiatives.

• Champion the adoption of new design technologies and workflows, including AI-powered tools, to streamline the design process, improve efficiency, and foster innovation within the creative team.

• Create visually compelling and effective sales enablement materials, such as pitch decks, one-pagers, and case study templates, to support the sales team's go-to-market strategies.

• Contribute to the strategic planning and execution of brand refresh and modernization initiatives, ensuring the brand remains relevant, competitive, and appealing to target audiences.

📝 Enhancement Note: The responsibilities highlight a dual focus on strategic leadership (leading development, governance, championing workflows) and hands-on execution (designing web experiences, marketing assets, motion graphics). The mention of "AI-enhanced design practices" and "AI-powered design workflows" suggests a forward-thinking approach and an expectation for candidates to be adept with emerging design technologies. The role requires significant cross-functional collaboration, particularly with Product, Development, and Marketing.

🎓 Skills & Qualifications

Education:

• Bachelor's degree in Graphic Design, Visual Communications, Interaction Design, or a closely related field, or equivalent practical experience demonstrating a strong foundation in design principles and application. Experience:

• A minimum of 10 years of progressive experience in design roles, encompassing graphic design, brand identity development, creative marketing execution, enterprise design systems, and user experience (UX)/user interface (UI) design. Required Skills:

• Design Systems Mastery: Proven experience in building, governing, and scaling enterprise-level design systems, including deep expertise in Figma libraries, components, variants, and collaborative features like FigJam.

• Figma Proficiency: Advanced user of Figma, with demonstrated proficiency in leveraging its full capabilities for component creation, prototyping, design system management, and collaborative workflows.

• Brand Strategy & Identity: Strong command of brand development principles, visual identity systems, and the ability to translate brand strategy into tangible design assets and guidelines.

• Web & UI Design: Expertise in designing responsive web experiences, UI patterns, and templates, grounded in a solid understanding of Atomic Design principles, user-centered design, and accessibility standards.

• Adobe Creative Suite: High-level proficiency across the Adobe Creative Cloud suite, specifically Illustrator, Photoshop, InDesign, After Effects, and Premiere Pro, for a wide range of design and motion graphics tasks.

• Typography & Layout: Exceptional understanding of typography, grid systems, layout principles, and visual hierarchy to create aesthetically pleasing and effective designs.

• Motion Graphics & Animation: Demonstrated ability to create engaging motion graphics, animations, and dynamic visual content using tools like After Effects.

• Cross-Functional Collaboration: Proven ability to collaborate effectively with software development, product management, marketing, and content teams, fostering alignment and driving projects to completion.

• AI-Enhanced Design: Familiarity with and willingness to adopt AI-powered design workflows and tools to optimize efficiency and explore new creative possibilities.

Preferred Skills:

• Experience with other design system tools or platforms beyond Figma.

• Knowledge of front-end development principles (HTML, CSS, JavaScript) to better inform design-development handoffs.

• Experience in the EdTech industry or a SaaS environment.

• Proficiency in video editing and production beyond basic motion graphics.

• Experience designing for sales enablement and presentation platforms.

📝 Enhancement Note: The extensive experience requirement (10+ years) paired with "Principal Designer" title signifies a senior-level position, expecting strategic thinking, leadership capabilities, and a deep, hands-on understanding of design systems and brand architecture. The explicit mention of Figma "Buzz" suggests a specific or advanced usage of the tool that candidates should be familiar with. The requirement for AI-enhanced design practices indicates a need for candidates who are adaptable and forward-thinking.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Design System Case Study: A dedicated section showcasing the development, implementation, and governance of a significant design system. This should detail the process, key components, challenges overcome, and the impact on design consistency and development efficiency.

• Brand Identity Evolution: Examples of how you've shaped or modernized brand guidelines and visual identities, demonstrating your ability to maintain brand integrity while driving innovation.

• UI/UX Design Examples: Showcase of well-designed, accessible, and responsive web interfaces, UI patterns, or digital templates that highlight your understanding of user experience principles and scalable design.

• Motion Graphics Reel: A compilation of motion graphics and animation work that demonstrates your storytelling capabilities and proficiency with animation tools.

• Marketing Asset Showcase: A diverse collection of marketing collateral created for various channels (digital, print, social, presentation), emphasizing brand consistency and creative impact.

Process Documentation:

• Design System Documentation: Evidence of creating and maintaining clear, comprehensive documentation for design systems, including style guides, component usage guidelines, and best practices for accessibility and responsiveness.

• Workflow Optimization: Examples of how you've improved design workflows, integrated new tools (like AI), or implemented documentation standards to enhance team efficiency and collaboration.

• Cross-Functional Collaboration Protocols: Demonstrations of how you've established effective communication and collaboration processes with Product, Development, and Marketing teams to ensure seamless brand execution.

📝 Enhancement Note: For a Principal Designer role focused on brand systems, the portfolio is critical. It needs to go beyond aesthetics to demonstrate strategic thinking, process ownership, and the ability to manage complex systems at scale. The emphasis should be on the how – how systems were built, governed, scaled, and how they impacted efficiency and brand consistency.

💵 Compensation & Benefits

Salary Range: $130,000 - $145,000 USD per year

Benefits:

• Comprehensive Health Coverage: Medical, dental, and vision insurance plans designed to support employee well-being.

• Retirement Savings: A 401(k) retirement plan with company matching contributions to help employees save for the future.

• Work-Life Balance Support:

  • Generous time away program for vacation and personal needs.
  • Paid volunteer time away to support community initiatives.
  • A dedicated winter office closure at the end of December to encourage rest and rejuvenation.

• Wellness Resources: Access to resources and programs aimed at promoting overall employee physical and mental health.

• Professional Development: Opportunities for learning and growth, aligning with the company's commitment to employee development.

Working Hours:

• Standard full-time hours are expected, typically around 40 hours per week. Given the "Remote First" approach, flexibility in scheduling may be available, provided work is completed efficiently and collaboration needs are met.

📝 Enhancement Note: The salary range is provided and aligns with senior-level design roles in the US market. The benefits package is comprehensive, with specific mentions of unique perks like volunteer time away and a winter office closure, which are attractive to potential candidates seeking work-life balance. The "Remote First" nature of the company suggests that while standard hours apply, there's likely an expectation of autonomy and flexible scheduling as long as deliverables are met.

🎯 Team & Company Context

🏢 Company Culture

Industry: Education Technology (EdTech)

Company Size: Edmentum is a significant player in the EdTech space, providing tech-enabled learning solutions. The company size implies a structured environment with established processes, but also opportunities for impact and influence, particularly in a senior role like this.

Founded: While the founding date isn't explicitly stated in the provided text, Edmentum has a history in the education sector, suggesting a company with established experience and a long-term vision for educational innovation.

Team Structure:

• The Principal Designer will report to the Creative Director, indicating a clear reporting hierarchy within the creative department.

• This role requires extensive collaboration with Product, Development, and Marketing teams, highlighting a cross-functional and matrixed approach to project execution.

• The "Remote First" model means the team operates virtually, emphasizing asynchronous communication and strong digital collaboration tools. Methodology:

• Data-Driven Design: While not explicitly stated, the focus on "proven learning technology" and "student potential" suggests a data-informed approach to product and brand development.

• Agile & Iterative Processes: Common in tech companies, expect an iterative design process, especially in partnership with development teams.

• User-Centricity: The mission to "ignite student potential" and serve educators implies a strong user-centric focus in all design and brand initiatives.

• AI Integration: Explicitly mentioned as a methodology to "work smarter," indicating a willingness to adopt and leverage AI in design workflows.

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

📝 Enhancement Note: Edmentum operates within the EdTech sector, a field that often requires balancing innovation with educational efficacy and accessibility. The "Remote First" structure is a key cultural differentiator, requiring strong digital collaboration skills. The emphasis on "educator and student-focused" and "ignite student potential" points to a mission-driven culture.

📈 Career & Growth Analysis

Operations Career Level: Principal Designer - This is a senior-level individual contributor role, often seen as a leadership position within a specific discipline (in this case, Brand Systems and Design). It signifies expertise, influence, and the ability to set direction and mentor others.

Reporting Structure: Reports directly to the Creative Director, providing a clear line of mentorship and strategic alignment. This allows for significant visibility and direct input into high-level creative strategy.

Operations Impact: The role has a direct and substantial impact on how millions of educators and students perceive and interact with the Edmentum brand. By governing the design system and brand guidelines, the Principal Designer ensures consistency, scalability, and accessibility across all touchpoints, directly influencing brand recognition, user experience, and ultimately, customer engagement and satisfaction. This role is crucial for brand modernization and maintaining a competitive edge in the EdTech market.

Growth Opportunities:

• Deepening Design Systems Expertise: Opportunity to become the definitive authority on Edmentum's design system, influencing its future direction and potentially expanding its scope.

• Leadership & Mentorship: Potential to mentor junior designers, lead design initiatives, and contribute to the strategic vision of the broader creative team, paving a path towards Design Lead or Director roles.

• Strategic Brand Influence: Direct involvement in major brand refresh and modernization efforts, offering a chance to shape the company's visual future and gain significant strategic experience.

• Technology Adoption: Opportunity to pioneer the adoption and integration of new design technologies, including AI, within the organization, establishing oneself as an innovator.

• Cross-Functional Leadership: Lead design system adoption and best practices across various departments, enhancing influence and collaboration skills.

📝 Enhancement Note: The "Principal" title suggests a career trajectory that emphasizes deep expertise and strategic influence rather than people management, though mentorship is often a component. Growth here is likely focused on expanding the scope of the design system, influencing broader brand strategy, and becoming a subject matter expert.

🌐 Work Environment

Office Type: Remote First. This means the company's primary operational model is remote, with no expectation of regular office attendance. Collaboration and communication are managed through digital channels.

Office Location(s): While the role is remote, the company headquarters are likely in the United States, and the provided salary range is USD. The "Remote First" designation suggests employees can work from anywhere within certain geographic boundaries (likely the US, given the salary and context), but specific office locations aren't relevant for daily work.

Workspace Context:

• Digital Collaboration Hub: The work environment is heavily reliant on digital collaboration tools (e.g., Slack, Zoom, Figma, project management software). Expect a dynamic, fast-paced environment where effective virtual communication is paramount.

• Tool & Technology Rich: As a tech-enabled company, Edmentum likely provides access to a robust suite of design and collaboration tools necessary for remote work.

• Autonomous Work Culture: Remote work fosters a culture of autonomy and self-management. Success depends on the ability to manage one's own time, prioritize tasks, and proactively engage with team members.

Work Schedule:

• Full-time (approx. 40 hours/week). While remote, adherence to core collaboration hours may be necessary to facilitate synchronous communication with teams, especially Product and Development. Flexibility is often a hallmark of remote roles, allowing for adjustments around personal needs, provided deadlines and team availability are respected.

📝 Enhancement Note: The "Remote First" model is a significant aspect of the work environment. It necessitates strong self-discipline, excellent communication skills, and comfort with a fully digital workflow. The company's commitment to providing necessary tools and resources is implied.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio to assess alignment with the core requirements, particularly experience with design systems, Figma, and brand strategy.

• Hiring Manager/Creative Director Interview: A deeper dive into your experience, approach to design systems, brand governance, and leadership philosophy. Expect questions about your past projects and how you've handled complex design challenges.

• Portfolio Presentation & Case Study: A dedicated session where you will present a curated selection of your work, likely focusing on a comprehensive design system or brand strategy case study. This is where you'll demonstrate your process, strategic thinking, and impact.

• Cross-Functional Panel Interview: Interviews with representatives from Product, Development, and Marketing to assess your collaboration skills, ability to translate technical/business needs into design, and cultural fit.

• Final Interview: Potentially with a senior leader to discuss strategic vision and overall fit within the company.

Portfolio Review Tips:

• Prioritize Design Systems: Dedicate a significant portion of your portfolio to showcasing your experience with design systems. Detail the "why," "how," and "what" of your contributions.

• Showcase Process, Not Just Pixels: For each project, explain your design process, the problem you were solving, your decision-making rationale, and the quantifiable outcomes or impact.

• Highlight Collaboration: Provide examples of how you've worked with developers, product managers, and marketers. Show how you bridge the gap between design and execution.

• Demonstrate Brand Acumen: Include examples of how you've applied brand guidelines or evolved a brand's visual identity.

• Quantify Impact: Whenever possible, use metrics to demonstrate the success of your work (e.g., improved consistency, faster development cycles, increased user satisfaction, enhanced brand recognition).

• Tailor to the Role: Ensure your presented case studies directly address the core responsibilities of a Principal Designer focused on Brand Systems, such as governance, scalability, and cross-functional alignment.

Challenge Preparation:

• Design System Audit/Proposal: Be prepared for a hypothetical scenario where you might be asked to audit an existing design system or propose improvements to one.

• Brand Consistency Task: You might be given a scenario requiring you to ensure brand consistency across various mock-ups or marketing materials.

• Collaboration Simulation: Practice articulating design decisions and trade-offs clearly and concisely to non-design stakeholders.

📝 Enhancement Note: The interview process for a Principal Designer role will heavily weigh portfolio quality and depth, particularly concerning design systems and brand strategy. Candidates should be prepared to articulate their process, strategic thinking, and measurable impact. The cross-functional panel interview emphasizes the importance of collaboration and communication skills.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The central tool for design system development, component libraries, prototyping, and collaboration. Deep expertise is a must, including advanced features like component properties, variants, auto layout, variables, and

FigJam for brainstorming.

• Adobe Creative Cloud: Essential for all graphic design, illustration, photo editing, and video/motion graphics work. Key applications include:

  • Illustrator: For vector graphics, icons, and illustrations.
  • Photoshop: For image manipulation and raster graphics.
  • InDesign: For layout and print collateral design.
  • After Effects: For motion graphics, animation, and visual effects.
  • Premiere Pro: For video editing and production.

• Prototyping Tools: While Figma has robust prototyping capabilities, familiarity with other tools (e.g., InVision, Adobe XD) might be beneficial for context.

Analytics & Reporting:

• While not a primary design tool, understanding how to interpret analytics from web platforms (e.g., Google Analytics) and A/B testing results can inform design decisions and demonstrate impact. Familiarity with dashboard tools (e.g., Tableau, Looker) for understanding user behavior and performance metrics is a plus. CRM & Automation:

• No direct CRM or automation tool requirements are listed for this design role, but understanding how marketing automation platforms and CRMs are used to deliver marketing assets and campaigns can provide valuable context.

📝 Enhancement Note: The technology stack is heavily skewed towards design and creative tools, with Figma and the Adobe Creative Suite being paramount. The emphasis on Figma is particularly strong, indicating it's the core platform for design system work.

👥 Team Culture & Values

Operations Values:

• Student-Centricity: A core value driving all efforts to improve learning experiences and outcomes.

• Innovation: A commitment to developing "tech-enabled learning solutions" and "igniting student potential" through creative and forward-thinking approaches.

• Collaboration: Essential for a "Remote First" organization, fostering teamwork and shared success across diverse departments.

• Excellence: Striving for high quality in all aspects of product, service, and brand delivery.

• Adaptability: Willingness to embrace evolving responsibilities and new technologies, as highlighted by the mention of AI-enhanced design.

Collaboration Style:

• Remote & Asynchronous: Communication will primarily be digital and often asynchronous, requiring clear documentation and proactive engagement.

• Cross-Functional Integration: A strong emphasis on working closely with Product, Development, and Marketing teams, ensuring a unified approach to brand and user experience.

• Feedback-Driven: Likely a culture that encourages constructive feedback to refine designs, systems, and processes.

• Empowerment & Ownership: As a Principal Designer, you will be empowered to take ownership of the brand systems and drive initiatives forward.

📝 Enhancement Note: The company values emphasize a mission-driven approach within the EdTech sector, prioritizing student success and innovation. The "Remote First" nature dictates a collaborative style built on digital communication and mutual trust.

⚡ Challenges & Growth Opportunities

Challenges:

• Maintaining Brand Consistency at Scale: Ensuring a unified brand experience across a growing product suite and diverse marketing channels in a "Remote First" environment can be complex.

• Balancing Innovation with Governance: Evolving the design system and brand guidelines while maintaining stability and adherence for a large user base.

• Cross-Departmental Adoption: Driving adoption and consistent usage of the design system and brand guidelines across different teams with varying priorities and technical expertise.

• Integrating AI Seamlessly: Effectively incorporating AI-powered design tools into existing workflows without compromising quality or creative integrity.

• Remote Collaboration Dynamics: Navigating the nuances of remote collaboration to ensure effective communication, alignment, and team cohesion.

Learning & Development Opportunities:

• Deep Dive into EdTech Design: Gaining specialized knowledge of design challenges and best practices within the education technology sector.

• Leadership in Design Systems: Becoming a recognized expert and leader in the field of enterprise design systems.

• Pioneering AI in Design: Leading the charge in adopting and optimizing AI tools for design, potentially setting industry standards within Edmentum.

• Strategic Brand Evolution: Contributing significantly to major brand modernization efforts, influencing the long-term visual identity of the company.

• Mentorship & Skill Sharing: Opportunities to mentor junior designers and share expertise across the organization.

📝 Enhancement Note: The challenges are typical for a senior role managing critical brand infrastructure. The growth opportunities are substantial, focusing on specialization, leadership, and innovation within a growing industry.

💡 Interview Preparation

Strategy Questions:

• "Describe your philosophy for building and governing an enterprise design system. What are the key pillars of a successful system, and how do you ensure adoption?"

• "How do you approach translating a company's mission and values into a cohesive visual identity and brand guidelines?"

• "Walk us through a time you had to balance the need for brand consistency with the desire for creative innovation across different marketing channels or product features."

• "How do you integrate AI-powered tools into your design workflow to improve efficiency and enhance creativity? Can you provide an example?"

• "Describe your experience collaborating with engineering and product teams. How do you ensure design requirements are understood and implemented accurately?" Company & Culture Questions:

• "Based on our mission, how would you approach the brand refresh for Edmentum to better resonate with educators and students?"

• "What are your expectations for working in a 'Remote First' environment, and how do you ensure effective collaboration and communication?"

• "How do you stay current with design trends and emerging technologies, particularly in the EdTech space?"

• "What does 'igniting student potential' mean to you from a design perspective?" Portfolio Presentation Strategy:

• Structure is Key: Organize your presentation logically, perhaps starting with an overview of your design philosophy, then diving into 2-3 in-depth case studies.

• Design System Deep Dive: For your primary case study, detail the problem, your proposed solution (the design system), your process (research, component creation, documentation), governance strategy, and the impact (metrics, adoption rates, efficiency gains).

• Brand Storytelling: For brand-related projects, articulate the strategic intent behind your design decisions and how they align with business objectives.

• Show, Don't Just Tell: Use visual aids effectively. Demonstrate live Figma components if possible, or use clear screenshots and mockups. Include your motion graphics reel.

• Quantify Impact: Prepare specific metrics related to design system adoption, development time savings, brand consistency improvements, or marketing campaign effectiveness.

• Anticipate Questions: Be ready to answer detailed questions about your process, tools, and decision-making.

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, process ownership, and a deep understanding of design systems, brand governance, and cross-functional collaboration, all within the context of a remote, EdTech environment.

📌 Application Steps

To apply for this Principal Designer - Brand Systems position:

• Submit your application through the provided Greenhouse link.

• Portfolio Customization: Curate your portfolio to prominently feature your most relevant work, prioritizing design system development, brand guideline creation, and cross-functional collaboration case studies. Ensure your motion graphics reel is accessible.

• Resume Optimization: Tailor your resume to highlight your 10+ years of experience, specific achievements in design systems, Figma expertise, and leadership in brand strategy. Use keywords from the job description.

• Interview Preparation: Practice articulating your design process, strategic approach, and the impact of your work. Prepare to present a detailed case study of a design system you've built or significantly contributed to.

• Company Research: Thoroughly research Edmentum's mission, products, and current brand presence. Understand their position in the EdTech market and consider how your design approach can support their goals, especially regarding their "Remote First" culture and brand modernization efforts.

⚠️ 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.

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