Brand Designer

This role can be office-based in Freiburg (Germany) / San Francisco (USA) or hybrid with a requirement to be in one of the offices one full week per month.

About Black Forest Labs
We’re the team building the foundational layer for visual intelligence: multimodal models trained jointly on images, video, audio, and action to see, generate, and understand the world.
Our founding team pioneered latent diffusion and Stable Diffusion, the breakthroughs that made generative AI accessible to millions. With FLUX, we're pushing into generative media at scale, machines that act in the physical world, and emerging applications in computer use.
Our FLUX models top public benchmarks and run in production in some of the world's biggest platforms. We're a small, fast growing research lab competing with the largest companies in the world. From our labs in Freiburg to San Francisco, we're building what comes next.

Why this role
Black Forest Labs builds visual intelligence: models that create and understand images and video, and increasingly act in the physical world. For a company whose work is visual, the brand is part of the work. It's often the first thing people see of us, before they've tried a single model. It has to hold the same bar as our models and grow as they do.
We're hiring our first Brand Designer to define that brand and own it wherever people meet BFL. You'll bring the taste that sets the standard for how BFL looks, and build what keeps it consistent across launches, the website, events and everything in between.
This is a hands-on lead role. You'll ship much of the work yourself while setting up the tools and processes that let others ship at your level. Over time, you'll also shape how brand and marketing design grows at BFL, including who we hire next.

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

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

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

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

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

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

Your team
Design at BFL is young, and much of how it works is still open, including how we review work, what we call finished and how design informs decisions across teams. You'll help define these and represent design across the company.
You'll work closely with Devran, who leads design at BFL, and with teams across the company, including marketing, growth, developer relations, research and product design. Among the people you'll work with most are Owais and Aitana in marketing and Jay in growth engineering.

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

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

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

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

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

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

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

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

Nice to have:
Shipping web pages or prototypes yourself with AI coding tools such as Claude Code.

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

Using generative image or video models in your creative process.

Motion, 3D or creative coding.

Experience at an AI lab.

How we work together
We’re a distributed team with real offices that people actually use. You’ll be based in Europe or the US and work from your home location, with one week each month spent with us in Freiburg or San Francisco to stay connected with the team.

Everything we do is grounded in four values:
Obsessed. We are a frontier research lab. The science has to be right, the understanding deep, the product beautiful.

Low Ego. The work speaks. The best idea wins, no matter who said it. Credit is shared. Nobody is above any task.

Bold. We take the ambitious bet. We ship, we do not wait for conditions to be perfect.

Kind. People over politics. We treat each other with genuine warmth. Agency without empathy creates chaos.

Please apply even if you don't match every line above. What matters most to us is curiosity and a love of making things. You don't need to know every tool we use. We'd rather hire a great, curious designer than someone who ticks every box.
If this sounds like work you'd enjoy, we'd love to hear from you.

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