Designer - Brand Identity

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 figslides, keynote decks, PowerPoint narratives, and brand frameworks that connect strategy to creativity.
• Brand-Specific Vehicle Content Documentation Brand specific, vehicle specific documentation that collects software, screens, apps, feature-level explanations, software-generation changes, and the brand context for each experience.

Your Skills & Abilities (Required Qualifications)

• 3+ years of professional experience in UX design, branding, communication design, or a closely related field.
• A portfolio that demonstrates strong visual craft and the ability to tell clear, compelling stories through design.
• Strong understanding of human interface design principles and best practices.
• Ability to work independently with limited guidance, identify problem areas, and create clarity through design thinking and communication.
• Ability to iterate quickly, establish a clear point of view, and navigate cross-functional feedback with sound judgment.
• Strong visual storytelling and communication skills, with the ability to explain why design choices work and support recommendations with clear examples.
• Strong design sensibility, passion for brand expression, and appreciation for the balance between creativity, restraint, and usability.
• Comfort working through moderate complexity and technical detail, with experience collaborating closely with engineers, product managers, and other cross-functional partners.

What Will Give You A Competitive Edge (Preferred Qualifications)

• 3+ years of professional experience as a leader of brands
• Examples of brand executions and how and why they differ
• Branded systems, principles and rules established and launched as guidelines
• Experience designing content for non-traditional interfaces (e.g., automotive, voice, or wearable devices)

Portfolio Submission
To be considered for this position, you will need to submit a portfolio in addition to your resume and profile. We strongly recommend linking your online portfolio in the "website" section of the application. If your portfolio is not available online, please follow the instructions below to upload your portfolio as a separate attachment as you did with the resume. Please NO dropbox files or Google docs.
To submit portfolio file: Save your portfolio as a PDF document. Name your portfolio your LAST NAME_FIRST NAME. Example: Candidate name is John Smith. Portfolio PDF file name is: Smith_John.pdf Upload as an attachment - you may have to condense the file.
GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer of record on a government form, and any work authorization requiring a written submission or other immigration support from the company (e.g., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc.)
This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}.
This job may be eligible for relocation benefits.
About GM
Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.
Why Join Us
We believe we all must make a choice every day - individually and collectively - to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.
Total Rewards | Benefits Overview
From day one, we're looking out for your well-being-at work and at home-so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources.
Non-Discrimination and Equal Employment Opportunities (U.S.)
General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.
All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws.
We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.
Accommodations
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