Brand Design Lead
Location: White Plains
Posted on: June 24, 2020
At Danone, we believe that every time we eat or drink, we vote
for the world we want. As a leading food and beverage company, we
make healthy, sustainably-produced foods and beverages that nourish
people's lives. Some of our brands include Dannon, Activia, Horizon
Organic, International Delight, Silk, Oikos, So Delicious Dairy
Free, Stok, Two Good, Vega, and Wallaby Organic. And as the largest
Certified B Corporation-- in the world, we are committed to
redefining success in business to ensure that through our brands we
create real benefits for people, our communities, and the
With headquarters in Broomfield, CO and White Plains, NY, Danone
North America has more than 6,000 employees across the U.S. and
Canada, and more than a dozen manufacturing facilities across North
America. Our employees enjoy competitive pay and industry-leading
benefits (including flexible (unlimited) time off and up to 26
weeks paid parental leave), and share a common mission and culture
committed to both business results and social purpose. When you
join Danone North America, you become part of a global team that is
inspiring a healthier world through food.
Danone North America is looking for a Brand Design Lead in White
You are a Design Geek, Branding Nerd and Creative Genius and all
these qualities make you a Brand Design Ninja. You possess a real
passion for brands and how they come to life through Design. You
initiate and collaborate with a wide range of internal and external
partners to foster an environment of shared creative collaboration
and co-creation. Partnering with the Head of Design & Creative
Director, you lead the design strategy, planning, direction and
delivery of solutions that answer business challenges, and deliver
on the emotional desires of consumers.
As a Brand Design Lead, you're the on-the-ground influencer for
design culture and innovation across our cross-functional teams,
and you get to persuade, plan and partner with brand marketing
leaders to build brands consumers fall in love with at first
sight.. You'll lead on various initiatives across brand, packaging,
product and beyond, building brand design that can withstand and
exist both digital and physical mediums. You'll lead from
conception to execution, always walking towards creating and
driving Danone North America's Brand Design highest standards.
Are you curious? Well, keep reading. Success in this position looks
You have an impeccable sense of design and creative and how they
drive brand building success. Your eyes can spot good design from
You will build amazing collaborative relationships with team
members across Strategy, Consumer Engagement, Content, Brand,
Marketing, Research & Insights, and so on. You know this gig takes
a village and a ton of strategic thinking. These relationships will
be crucial in your delivery of our business priorities.
You will co-create and refine design solutions that take into
account an equal dose of creative inspiration and in-market
reality, driving winning brand equities and bringing propositions
You will grow into a trusted Design Strategy expert, a
partner-in-crime to your Brand and Marketing internal partners,
someone who is always invited to the most critical meetings because
anything successful simply must have your design thinking,
empathy-driven, human-centered creative outlook married with the
You are a resilient creative thinker, able to navigate
high-pressure, fast-paced environments filled with ambiguity and
uncertainty - you know that the expression "plans change" is part
of the job.
You care for outstanding creative and design strategy that helps
our brands connect with consumers and do better in the world in a
thoughtful and meaningful way, much more than you care about design
awards and mentions in industry magazines.
You employ an intrapreneur & pioneer mindset into your work ethic,
staying curious along the way, seeing possibilities and doors where
others see obstacles and limitations.
You don't live on-the-fence: you have a point-of-view, grounded in
strategic thinking and creative intuition (and you know creative
intuition is that thing you build over years of experience, a great
deals of fall-on-your-faces and tons of humbling learning
You welcome and thrive in creative debates, displaying confidence
when exposing your point-of view while bringing humanity into every
conversation you're part of.
Now, the specific responsibilities in this gig:
You lead major design projects, from brief co-development with our
internal partners, success criteria definition, design team
management. You partner with our internal project managers to
ensure these are delivered on-time, on-budget, and that we don't
miss any deliverables.
Every day, you bring to life the Brand Design vision for Danone
North America in small and big ways, delivering imaginative and
conceptual thinking to advance and elevate our brands, utilizing
design as a visualization tool, envisioning and creating business
solutions while employing various strategic design methods - this
is not a job with a set toolbox: we're building the box and you're
expected to be a brilliant strategic thinker.
You develop design vision, design architecture, portfolio strategy
pillars, equity systems, drawing inspiration from design trends,
grounding yourself on real consumer insights, and with a good dose
of gut feel because creative isn't formulaic.
You develop shelf-winning, pantry-or-fridge-pride-worthy packaging
design that lives in the world you create - encapsulating in each
packaging concept outstanding principles of shopability, relevance,
navigability, uniqueness and purposefulness. You are able to zoom
in each pack and zoom out into the set and world it lives in
seamlessly, driving excellence when crafting such a pivotal brand
touchpoint. You see it in 3D, how it sits in the world, how it goes
from shelf to hands, and you take each point in the journey into
account when thinking about solutions.
Specifically, the Brand Design Lead leads: Brand Identity &
Standards creation; Brand World development; Brand Design Pillar
Strategy & Planning; Visual Equity(ies) Ecosystem development;
Look/Tone/Feel Key Visuals, elements & applications; Packaging
Design; Motion Language (identity core elements and how they exist
in the world); Shape Language (pack & beyond); Photography Strategy
& Principles; POS & Retail Experience design principles; UX/UI
Design Strategy & Principles. Yes, the list is long and each of
these items can double-click into many different pieces, but you
get the concept: this is a position that is all about the entire
world in which a brand expresses itself via Design.
When developing design solutions, you go beyond the pack and
demonstrate the design world possibilities, bringing the idea to
life in ways that demonstrate the ways it can come to fruition. You
are agile and able to anticipate future scenarios while crafting
design architecture, planning and strategies that drive real
You inspire, direct, and motivate a team of highly talented
creatives within our internal design team or within our external
design agency partners. You are committed to building strong teams
and partnerships, always leading by example.
You work directly with and direct creative partners such as
lettering artists, photographers and illustrators both on-set and
through briefing and critiques, developing excellent pre-pro
documents and creative briefing tools for creative-led
You lead creative brainstorms, critique sessions and work sessions
- both internally and externally - as a way to craft unique tools
to solve the unique challenges at hand.
You partner with Brand Elevation teams (Strategy, Content Studio
and Consumer Engagement) to craft, drive and refine how our brands
communicate in the world, crafting and refining their personality
and point of view to consumers by seeing the holistic experience we
deliver across all touchpoints. This means you own specific Brand
Design initiatives and activities, but you participate very closely
and contribute to initiatives such as brand positioning and
architecture development, equity campaign creation, in-store
activation toolkits, social media approaches, and so on.
You negotiate the scope of work - internally or externally - based
on clarity on the design brief, driving the conversations to pursue
such clarity and anticipating project pivots and future strategic
implications when doing so. You hold our brand marketing partners
and cross-functional team members accountable to their role in the
success of a project or initiative.
Skills and Experience you bring to the table:
Great sense of creativity and passion for design that makes brands
shine in the real world
Strong foundation in Brand Identity and Design with 6-10 years in a
creative field, with a focus on design strategy, hands-on design,
branding, advertising and/or marketing communications.
6+ years of experience in packaging design and/or consumer brand
and packaged goods.
Intimate knowledge of product and brand strategy.
Food industry expertise desirable, but not a deal-breaker - we
welcome diverse thinking!
Killer presentation skills, ability to present our internal clients
with tools, visual vocabulary and design vernacular that they can
refer to in the future. You can make objects fly with your decks,
your storytelling abilities and your persuasion, being able to make
abstract concepts and ideas palpable to a non-creative
Excellent presentation, persuasion and communication skills.
Whether the audience is internal, conference attendees, or a
client, you can sell an idea clearly and confidently, influence
senior levels in the organization and get things done through
formal and informal channels.
Design degree - but if you're a self-taught genius with an official
degree in Biology but a strong journey in design and creative
strategy, we still want to talk with you.
Portfolio thinking demonstrated design expertise (strategy and
Right mix of right creativity and design in all of its forms with
left brain problem-solving skills to complex challenges.
A high level of visual literacy & understanding of typography,
illustration, color theory, shape language and photography, as well
as a deep understanding of copy, immersive storytelling. Motion and
film background a plus, not a requirement.
Mix of agency and in-house experience, DTC start-up experience a
Digital creative fluency - the design vision we build together
lives across all mediums, both physical and digital, digital design
experience is a plus.
Strong experience in AB testing, human-centered design practices
Stays on top of current on trends and cultural mindsets.
Fluent in Adobe Creative Suite (Illustrator, InDesign and
Demonstrate project and budget management skills; Manage resources
and report on project progress proactively.
Demonstrate strong collaboration and communication skills to lead
the multi-function project team
Proven ability to influence management effectively.
Keywords: Dannon, White Plains , Brand Design Lead, Other , White Plains, New York
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