Brand Design Lead, Tonal
$150-195k
Electromagnetic home gym
Be an early applicant
Electromagnetic home gym
501-1000 employees
Be an early applicant
$150-195k
501-1000 employees
Company mission
To help people look, feel, and be the strongest and fittest versions of themselves.
Role
Who you are
- 8+ years of experience in design, art direction, or creative roles for consumer brands or agencies, with experience providing creative direction to others
- An exceptional designer with a portfolio demonstrating outstanding visual craft, conceptual thinking, and integrated brand work
- A true player/coach who gets energy from making the work, not just directing it
- Highly proficient in the tools of the trade and able to personally take creative from concept through polished execution
- Experience developing creative across digital, social, paid media, web, email, retail, and other consumer touchpoints
- Strong understanding of photography, video, motion, typography, and visual storytelling
- Experience developing integrated campaigns that work across both brand and performance channels
- Skilled at translating complex products, technology, and benefits into simple, human, compelling creative
- Comfortable working with lean teams and building processes and capabilities from the ground up
- Experience managing or mentoring designers and an interest in helping build and develop a high-performing creative team
- Collaborative and low ego, with the ability to work effectively with marketers, producers, growth teams, product teams, and senior leaders
- Comfortable moving quickly, navigating ambiguity, and balancing multiple priorities without compromising the quality of the work
- Passionate about creativity, culture, fitness, health, and the role strength can play in helping people live better lives
- Knowledge of AI creative tools a plus
- If your experience aligns with what we’re looking for (even if you don’t check every single box), send us your application. We would love to hear from you!
What the job involves
- Tonal is looking for a Creative Lead to serve as the main driver in defining and bringing to life the next chapter of the Tonal brand. Reporting to the Senior Manager, Brand Marketing, this role will translate brand strategy into distinctive, compelling creative across the full customer journey
- This is a highly hands-on player/coach role. You’ll set the creative vision and standard for the brand while also designing and producing work yourself. You should be equally excited to concept a major campaign, design the assets that bring it to life, and provide direction to other creative partners
- You’ll initially operate as a lean creative team, partnering closely with our Brand Content Producer, Senior Copywriter, and external resources while helping identify, hire, and develop Tonal’s internal creative capabilities over time
- You’ll work closely with Brand Marketing, Growth, Product Marketing, E-commerce, Content, and other cross-functional partners to create work that is distinctive, effective, and unmistakably Tonal
- Translate Tonal’s brand strategy, positioning, consumer insights, and business objectives into compelling creative ideas and executions
- Set and evolve Tonal’s visual expression across the full customer journey, creating greater consistency and distinctiveness across channels
- Concept and design creative yourself across campaigns, paid media, organic social, web, email, retail, events, and other brand touchpoints
- Lead creative development for integrated brand campaigns, product launches, partnerships, and key marketing moments from concept through execution
- Establish a high creative standard across design, typography, photography, video, motion, and storytelling
- Evolve Tonal’s visual identity and creative guidelines, developing practical systems and templates that help the organization create consistently strong, on-brand work
- Partner closely with Brand Marketing to turn strategic briefs into creative ideas that build awareness, consideration, and affinity for Tonal
- Work with Growth Marketing and external agencies to develop and iterate performance creative that drives action while strengthening the Tonal brand
- Translate Tonal’s technology, training intelligence, product benefits, and member outcomes into simple, compelling consumer stories
- Use creative performance and consumer insights to continually improve the work while maintaining a strong and cohesive brand expression
- Help build Tonal’s internal creative function, identifying the capabilities and resources needed as the brand and business grow
- Over time, hire, manage, and develop creative talent, beginning with a lean design team
- Partner closely with the Brand Content Producer to bring ideas to life through photography, video, and other visual content
- Partner closely with the Senior Copywriter to develop integrated creative concepts, ensuring visual and verbal ideas work together to bring the Tonal brand to life consistently across channels
- Direct agencies, freelancers, photographers, directors, production partners, and other external creative resources as needed
- Provide clear, thoughtful creative feedback while remaining willing and able to jump into the work yourself
- Collaborate closely with Brand Marketing, Growth, Product Marketing, E-commerce, Content, and other teams to prioritize creative needs and deliver high-quality work in a fast-moving environment
Our take
Tonal has created a proprietary digital weight system and combined this with coaching to offer a personalised and smart home gym. Its wall-mounted system uses electromagnetism to control the weights, replacing bulky and hard-to-store weightlifting equipment with a slim and sleek machine.
As well as selling the machines, Tonal sells subscriptions to personal training sessions and workout routines. The fitness landscape is shifting toward at-home equipment other similar equipment is supplied by Peloton and Mirror.
Tonal has seen impressive growth, investing equity funding into content initiatives, high-profile partnerships, scaling operations, and strong celebrity endorsements. It remains to be seen, however, if the current trend of home-workout equipment will stick around, let alone gain new momentum, but Tonal's cleverly designed equipment gives it an edge over competitors.
Steph
Company Specialist at Welcome to the Jungle
Insights
-38% employee growth in 12 months
Company
Funding (last 2 of 7 rounds)
Apr 2023
$130m
LATE VC
Mar 2021
$250m
SERIES E
Total funding: $580m
Company benefits
- We look at the whole picture to give you a competitive salary, top-tier benefits, and lifestyle perks
- Working for Tonal includes a top-quality health care package, commuter benefits, support for new parents, and more
- Your well-being is important to us. Take time off when you need it with flexible vacation days
- Enjoy weekly catered team lunches at our San Francisco headquarters, plus a kitchen full of healthy (and not-so-healthy) snacks
- At Tonal we encourage a fun and inclusive atmosphere. We make the time to socialize at office happy hours, team offsites, and special company-wide events
- Fitness is our thing. Use Tonal in the office whenever it fits your schedule. Partner workouts are always welcome
- From day one you’ll get set up with your own personal laptop, headphones, standing desk, and whatever else you need to do your best work
- Treat yourself! When you’re part of Team Tonal you get discounts on everything from Gear Shop apparel to your very own Tonal
Company HQ
SoMa, San Francisco, CA
Leadership
Aly Orady
(Founder, Board Member & Advisor)They started their career at Hewlett-Packard’s Computer Systems Laboratory designing super-computers, followed by technical leadership roles at a series of startups, including Kealia, Inc. (now Sun/Oracle). Served as the company's CEO from 2015 before transitioning into their current role in April 2023.
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