--- title: 'Sr Brand Designer - Brand Foundations at Kraken' canonical: 'https://feeny.ai/job/sr-brand-designer-brand-foundations-kraken-united-kingdom-9hdy9mphemhr' type: 'job' last_seen: '2026-09-11' --- # Sr Brand Designer - Brand Foundations at Kraken - **Company:** [Kraken](https://feeny.ai/companies/kraken) - **Location:** United Kingdom - **Employment:** full-time - **Work type:** remote - **Posted:** 2026-07-21 - **Last confirmed live:** 2026-09-11 - **Apply:** https://jobs.ashbyhq.com/kraken.com/39b3558a-d553-4a2e-aef7-358505aed0fd ## Job description Building the Future of Open Finance Payward - the parent company behind Kraken, NinjaTrader, Breakout, xStocks, Payward Services and CF Benchmarks - has spent the last 15 years building one of the most modern and globally accessible financial infrastructure platforms in the industry, built to advance an open, global financial system. Before you apply, we encourage you to explore our [culture page](https://www.kraken.com/culture) to understand what drives us and how we work. The team Payward is building the financial infrastructure on cryptorails that enables people to own the power of their money. Millions of people across 100+ countries encounter that mission through our brands including Kraken, Krak, NinjaTrader, Breakout and many more. The Brand Foundations team makes all of it coherent: the brand guidelines, brand architecture, AI-native brand ops, templates, assets, and systems that every product pod draws from. This role sits at the center of that. You're the standard-setter. The person who makes it easier for every pod to ship great brand work by giving them better tools, clearer guidance, and a higher bar to aim for. The opportunity - Own and evolve the core brand system: brand guidelines, component libraries, templates, and asset libraries that product pods rely on every day. - Raise brand quality across pods. Not by policing, but by showing the way. You build the resources and create the conditions for others to do their best brand work. - Develop and maintain visual identity standards across Payward's portfolio of brands, keeping them coherent as products grow and evolve. - Define and document how our brand should behave across emerging surfaces, AI generated outputs, motion and new product categories. Before ambiguity becomes inconsistency. - Collaborate with pod designers, marketers, and product partners to understand where the system is breaking down and fix it at the root, not the symptom. - Translate complex concepts i.e. crypto rails, onchain finance, institutional trading; into clear, usable brand guidance that non-brand specialists can apply with confidence. - Lead design reviews with a constructive, generative approach: your feedback opens doors, it doesn't close them. - Stay ahead of how design tools (including AI) are changing creative practice, and shape how Payward's brand system adapts. ## What you bring - Deep experience as a brand designer in agency, in-house, or both. With a track record of building and evolving systems, not just executing within them. - Systems thinking as a default mode. You see patterns, spot structural problems, and solve for the whole rather than the instance. - Strong experience with motion or working alongside motion designers; comfort with the full range of digital brand touchpoints. - Brand identity expertise: you understand how visual systems create meaning, trust, and recognition at scale. - Strategic affinity — you're comfortable working upstream of execution, helping define what the brand should stand for before anyone opens Figma. - A strong communicator who can articulate brand decisions clearly to designers, PMs, marketers, and leadership alike. - A portfolio showing not just craft, but judgment: clear visual systems, coherent brand thinking, and evidence that your work made others' work better. - Mastery of Figma and Adobe Creative Suite; fluency with how design tooling, including AI, is reshaping brand practice. - Genuine curiosity about crypto, technology, and what financial ownership means for individuals around the world. Unless a specific application deadline is stated in the job posting, applications are accepted on an ongoing basis. Please note, applicants are permitted to redact or remove information on their resume that identifies age, date of birth, or dates of attendance at or graduation from an educational institution. We consider qualified applicants with criminal histories for employment on our team, assessing candidates in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance. Our commitment Payward is powered by people from around the world and we celebrate the diverse talents, backgrounds, contributions, and unique perspectives that everyone brings to the table. We hire based on merit, seeking out people with the right abilities, knowledge, and skills for the job. We encourage you to apply for roles where you don't fully meet the listed requirements, especially if you're passionate or knowledgeable about crypto. We may ask candidates to complete job-related skills or work-style assessments as part of our hiring process. These assessments evaluate competencies relevant to the role and are applied consistently across candidates for similar positions. Results are considered alongside experience and interviews, and are not the sole basis for any employment decision. As an equal opportunity employer, we don't tolerate discrimination or harassment of any kind, whether based on race, ethnicity, age, gender identity, citizenship, religion, sexual orientation, disability, pregnancy, veteran status, or any other protected characteristic as outlined by federal, state, or local laws. Stay connected [Follow us on Twitter](https://twitter.com/krakenfx) [Learn on the Kraken Blog](https://blog.kraken.com/#:~:text=Enter%20your%20email%20address) [Connect on LinkedIn](https://www.linkedin.com/company/kraken-exchange/) [Candidate Privacy Notice](https://www.kraken.com/legal/candidate-privacy-notice) ## About Kraken ## Company Overview - **One-liner**: Kraken is a global cryptocurrency exchange and technology platform that provides secure trading, custody, and financial services for retail and institutional clients. - **Entity Type**: Private (last known valuation ~$10B as of 2023; multiple funding rounds from investors including Tribe Capital, Bessemer Venture Partners, and others) - **Headquarters**: San Francisco, California, USA (operates as a fully remote-first organization) - **Founded**: 2011 - **Founders**: Jesse Powell (CEO) ## Core Business - Primary industry: Cryptocurrency exchange, digital asset custody, and financial technology. - Target customers: B2C (retail investors, professional traders) and B2B (institutions, family offices, hedge funds). - Mission: "Accelerate the global adoption of crypto, so that everyone can achieve financial freedom and inclusion." ## Products & Services - **Spot & Margin Trading**: Buy/sell 200+ cryptocurrencies with advanced order types and leverage. - **Kraken Pro**: Professional-grade trading interface for active traders with low fees and deep liquidity. - **Futures & Derivatives**: Regulated crypto derivatives trading (Kraken Futures) for institutional and qualified retail clients. - **Kraken Staking**: Earn rewards by staking supported assets directly on the platform. - **Kraken NFT Marketplace**: Buy, sell, and mint NFTs across multiple blockchains. - **Kraken Bank (US)**: Wyoming-chartered Special Purpose Depository Institution (SPDI) offering custody and banking services for digital assets. - **Kraken Wallet**: Self-custodial mobile wallet for managing crypto and NFTs. - **Kraken Institutional**: Dedicated suite for institutions including OTC trading, custody, and prime brokerage. ## Market Standing - **Valuation**: Not publicly disclosed; last reported private valuation of approximately $10 billion in a 2023 secondary transaction (conflicting reports suggest a lower valuation in 2024 due to market conditions). - **Key Metrics**: Over 10 million users globally; one of the longest-operating exchanges (since 2011); industry-first Proof of Reserves audit; $50+ billion in quarterly trading volume (estimated). - **Notable Investors/Partners**: Tribe Capital, Bessemer Venture Partners, Blockchain Capital, Fidelity, Human Capital, and others. - **Growth Signals**: Grew from ~3,000 to over 4,000+ employees since 2020; entered new markets (e.g., stock and ETF trading in 2024); expanded into NFT marketplace and bank charter; consistently ranked among top trusted exchanges by security and transparency. ## Competitive Advantages - **Security & Transparency**: Longest-running Proof of Reserves program; never suffered a major security breach; regulated in multiple jurisdictions (US, UK, EU, Canada). - **Global Remote Culture**: Fully remote-first since inception, hiring top talent from 70+ countries without location constraints. - **Crypto-Native**: Leadership deeply embedded in crypto ethos; products built for both beginners and advanced traders. - **Regulatory Compliance**: Licensed in key markets and operates a US bank, giving it an edge as regulatory scrutiny increases. ## Strategic Focus - **Expand Product Suite**: Moving beyond pure crypto into stocks, ETFs, and traditional finance integration (via Kraken Bank). - **Institutional Growth**: Doubling down on prime brokerage, custody, and OTC services to capture institutional flows. - **Global Licensing**: Securing regulatory approvals in more jurisdictions (e.g., EU MiCA, UK FCA) to serve local markets. - **Self-Custody & DeFi**: Investing in wallet infrastructure and decentralized finance capabilities for user sovereignty. ## Why Work Here - **Culture**: Kraken describes itself as "remote-first, not remote-friendly." Asynchronous communication, radical transparency, and extreme ownership are core. Team members from 70+ countries. - **Work Arrangement**: Fully remote globally; no headquarters attendance required. Flexible schedule with async workflows. - **Compensation & Benefits**: Competitive salary regardless of location; option to be paid in crypto; equity grants; flexible PTO; wellness program (fitness coach, wellbeing apps); mental health coaching for employees and dependents; remote workstation setup bonus. - **Hiring Process**: Structured, fully virtual process including CV screen, talent screen, role-specific interviews, and a practical case study. Emphasis on crypto conviction, self-starters, and collaborative humility. - **Engineering Culture**: High ownership, autonomy, and impact. Decisions documented in writing; performance evaluated on output rather than hours. "Dogfooding" the product is encouraged. ## Sources 1. [Kraken Careers](https://www.kraken.com/careers) 2. [Kraken Job Listings (Ashby)](https://jobs.ashbyhq.com/kraken.com) 3. [Kraken Culture Page](https://www.kraken.com/culture) 4. [The Kraken Employee Value Proposition - Kraken Blog](https://blog.kraken.com/news/the-kraken-employee-value-proposition) 5. [Remote isn’t a perk. It’s how Kraken operates. - Kraken Blog](https://blog.kraken.com/news/industry-news/remote-is-how-kraken-operates) ## Other roles at Kraken - [Staff Engineer - Growth - Verifications](https://feeny.ai/job/staff-engineer-growth-verifications-kraken-brazil-c8430tyxnz99) — Brazil - [Law Enforcement Production Associate](https://feeny.ai/job/law-enforcement-production-associate-kraken-canada-bg8ymy9k17j3) — Canada - [Law Enforcement Production Associate](https://feeny.ai/job/law-enforcement-production-associate-kraken-united-states-mk0eh8cx5bkg) — United States - [Suspicious Activity Report - Analyst](https://feeny.ai/job/suspicious-activity-report-analyst-kraken-united-states-64tfvt7723p3) — United States - [Principal, Business Operations - Pro](https://feeny.ai/job/principal-business-operations-pro-kraken-united-kingdom-7tx8vxse3pa4) — United Kingdom - [Principal, Business Operations - Pro](https://feeny.ai/job/principal-business-operations-pro-kraken-united-states-x2mf5309h34z) — United States - [Marketing Manager, CRM Operations](https://feeny.ai/job/marketing-manager-crm-operations-kraken-united-states-5tndwk3h8sb3) — United States - [Model Risk Management Specialist](https://feeny.ai/job/model-risk-management-specialist-kraken-canada-n6z623we9st1) — Canada - [Counsel - Regulatory (UK)](https://feeny.ai/job/counsel-regulatory-uk-kraken-united-kingdom-s0fn2xn58ecf) — United Kingdom - [FIU Compliance Associate](https://feeny.ai/job/fiu-compliance-associate-kraken-philippines-wg8qwx7kdy3z) — Philippines