Brand Design Principal

About the role

The Brand Design Principal leads the visual identity and design strategy for one of 3M’s iconic brands. This senior design leader shapes mid‑ to long‑term brand direction, ensures creative excellence across the customer journey, and collaborates with global teams to deliver culturally relevant experiences.

Key responsibilities

• Define and steer long‑term brand design strategy, including visual identity, architecture, and multi‑touchpoint experience frameworks.
• Establish and manage brand governance, standards, and toolkits for internal teams and external partners.
• Act as brand steward, evolving the system to support new product innovations, portfolio extensions, and entry into new categories.
• Integrate design strategy into business planning, category roadmaps, and go‑to‑market activities.
• Provide global support to regional teams, adapting brand programs to local market needs and cultural nuances.
• Build scalable design systems that enable effective localization while maintaining brand integrity.
• Translate consumer insights into differentiated brand experiences across packaging, product, digital, retail, and communications.

Required profile

• Proven design leadership experience, preferably at a senior or principal level.
• Strong strategic thinking with the ability to blend consumer insight, business strategy, and creative execution.
• Track record of governing visual identity and brand standards across multiple markets.
• Experience collaborating with cross‑functional business leaders to align design with growth objectives.
• Ability to explore future trends in technology, socio‑economic shifts, and demographics to inform brand strategy.

Required skills