You own the digital expression of the Action brand. You turn our brand book into concrete, usable digital guidelines, typography on screen, colour in interfaces, imagery, iconography, motion, and tone-of-voice in microcopy, and keep them alive as a version-controlled, living document. You simplify the current brand UI kit into a modular system with clear brand tokens and flexible components, so teams have room to innovate without losing the brand. Together with UX Designers you maintain the design system; you specifically own the brand expression layer.
You shape how Action's brand shows up across our brand propositions - Ecommerce, Loyalty, Promo and Employer Branding - and across the customer journeys that connect them. You make sure journey, messaging and design move as one: cohesive and consistent in alignment with brand, UX and our agency partners. You advise UX Designers, Service Designers and Business Product Owners on applying brand principles in their initiatives, and you design and review brand-driven expressions such as landing pages, campaign assets, app onboarding and key brand moments in the customer journey. You are the design counterpart to the brand team, present at brand-related decision-making, and you make sure brand and product don't work past each other. You brief, review and direct our external agencies on digital brand expressions, and ensure their output integrates seamlessly with our internal systems.
You work cross-stream rather than embedded in one delivery team - connected to all value streams, dedicated to none. A meaningful part of your time goes into enabling other designers: making the system easy to use, the guidelines easy to apply, and the brand easy to live up to. You are an active member of Action's wider design guild, a peer and sparring partner across departments, not a brand police function.
