Designer - Brand Identity

Job Description

Work Arrangement:  This role is categorized as hybrid. This means the successful candidate is expected to report to the office in Warren, MI three times per week or other frequency dictated by the business.

Human Interface Design Overview

Drive the Future of Automotive Experiences, Join Our Human Interface Design Team!

Are you passionate about crafting intuitive, beautiful, and human-centered digital experiences across vehicles, web, and mobile platforms? Our Human Interface Design (HID) team is redefining how people interact with automotive technology both inside and outside the vehicle. From in-vehicle displays to connected apps and foundational design systems across software and hardware, we create seamless experiences that feel effortless, engaging, and safe.

What We Do

• Understand Drivers & Passengers: We dive deep into user research to uncover real needs and behaviors on the road and beyond.

• Design Across Platforms: From infotainment systems to mobile apps and web portals to hardware switch configurations, we build cohesive digital ecosystems that connect users to their vehicles and services.

• Build Strong Foundations: We develop scalable design systems and interaction models that ensure consistency, accessibility, and innovation across all touchpoints.

• Innovate Interactions: We define how users navigate voice controls, advanced driver-assist features, and connected services.

• Champion Safety & Accessibility: Every design is inclusive, distraction-free, and aligned with global safety standards.

• Collaborate Across Teams: We work hand-in-hand with engineers, product managers, interior and exterior designers and UX researchers to bring ideas to life.

Why Join Us?

• Impact at Scale: Your designs will shape the driving and digital experience for millions of users worldwide.

• Creative Freedom: Explore bold ideas and push the boundaries of automotive and digital design.

• Continuous Growth: Learn from a team of experts and stay ahead in the rapidly evolving mobility and tech landscape.

• User-First Culture: Every decision starts with empathy for the driver, passenger, and digital user.

If you're ready to design the future of mobility we’d love to meet you!

Brand Identity Designer

The Brand Identity Group resides in Vehicle OS under Human Interface Design; this is where GM’s UX becomes real inside the digital cabin. This role helps shape how brand identity is expressed across the in-vehicle experience, ensuring that every image, narrative, and design moment reflects the brand’s heritage and its future-forward identity. You will collaborate closely with the physical design studio, brand strategy, and UX teams to translate brand identity into compelling visuals and storytelling. In this role, you will create high-fidelity visual narratives, executive presentations, brand DNA guides, UX brand direction, high-fidelity visuals, and brand-specific content documentation that align product, studio, and leadership around a clear north star. The culture here is studio-like, collaborative, and built on taste, craft, and strategic thinking. You’ll be surrounded by designers who care deeply about the work, who critique with intent, and who push each other toward excellence. This is a role requiring strong visual craft, independent judgment, and the ability to drive work across partners with limited guidance.

Your Primary Focus

• Evangelize Brand on behalf of In-Vehicle UX Digital brand expression, brand storytelling, communication design, and narrative cohesion between physical brand DNA and in-vehicle UX.

• Brand Identity You make the brand identity actionable across UX, and are aligned with the physical studios intent.

• Brand Strategy Articulate, Craft and help define UX brand strategies side by side with your peers.

Key Deliverables

• DNA Guides Visual and narrative documents capturing each brand’s soul, tone, personality, and heritage in ways usable for UX teams.

• Brand Strategy How the brand shows up in the digital cabin; translation of brand language, philosophy, and physical design into UX behaviors and visuals.

• Marketing Request Images High-quality brand visuals used for product communication, digital launches, studio presentations, and leadership reviews.

• Cross-Brand Presentations Executive-level storytelling spanning multiple GM brands; comparisons, alignments, visual narratives.

• Communication Design High-quality figslide