Principal Brand Studio Designer — Craft, AI & Scale

Expedia; Greater London; Hybrid; GBP 90,000 - 130,000; Full time

Job summary

Expedia Group in London seeks a senior, hands-on Principal Designer to set the standard for design across Expedia, Hotels.com and Vrbo. You will balance craft with speed in a high-volume studio and explore how AI and new tools extend creative possibilities.

Reporting to the Creative Director, you will shape visual identity, build reusable systems, mentor designers, and present work to senior leaders across brands.

Qualifications

• 7+ years in design with senior level experience in brand studios or agencies.
• Portfolio showing craft across brand identity, campaign and digital work.
• Strong motion design and understanding of identity shaping.

Responsibilities

• Lead through craft across campaign, brand, and retail work from concept to final delivery.
• Shape the studio's visual direction and craft standards for three brands.
• Define reusable templates and workflows, including AI-driven tools.
• Mentor designers and collaborate with senior stakeholders across teams.
• Push creative boundaries and align with business priorities and deadlines.

Skills

Brand design

Motion design

Design systems

Generative AI tools

Stakeholder management

Mentoring

Visual identity

Education

Portfolio of senior design work

Tools

Comfy

Weave

Midjourney

Flora

Adobe Firefly

Runway

Job description

Expedia Group in London seeks a senior, hands-on Principal Designer to set the standard for design across Expedia, Hotels.com and Vrbo. You will balance craft with speed in a high-volume studio and explore how AI and new tools extend creative possibilities.

Reporting to the Creative Director, you will shape visual identity, build reusable systems, mentor designers, and present work to senior leaders across brands.