Principal Designer (Brand, UI, AI)

Equals True LLC; Ciudad de México; Remote; MXN 2,242,000 - 3,363,000; Full time

Benefits offered by this job

We pay in USD through our platform

Paid time off

Medical, safety, and wellness benefits

Business English language classes

Access to learning platforms

Birthday day off

Job summary

Equals True LLC is seeking a Principal Designer to lead brand identity and digital design for world-class clients. You will shape visual direction, build systems, and mentor designers in a senior studio setting.

You’ll collaborate with clients and stakeholders in English, harness AI tools judiciously, and contribute to creating inclusive, globally scalable design solutions across platforms and brands. Remote-first LATAM, full-time, project-based engagement.

Qualifications

• 10+ years of design experience, with a strong background in brand identity and art direction, plus hands-on digital design, including wireframes and prototypes.
• Experience leading designers or creative projects in an agency, studio, in-house team, or your own practice.
• A portfolio is required. We're looking for a mix of brand identity and digital/UI work for international or creative brands.
• Experience building brand systems, design systems, or visual frameworks from scratch.
• Hands-on experience using AI tools in your design process, whether for image generation, prototyping, or production, with a good sense of when they actually add value.
• Comfortable presenting ideas and creative work to senior stakeholders in English.

Responsibilities

• Join a senior in-house design studio, designing brand and digital work for some of the world's most recognized tech, media and consumer brands.
• Design hands-on every day across brand, visual design and UI, from brand identities and visual systems to websites and digital experiences.
• Take projects from first exploration to final delivery: concepts, art direction, wireframes, prototypes and polished brand and UI assets.
• Lead small teams of designers on each project, setting the visual direction and raising the craft bar through feedback and critique.
• Build and evolve brand toolkits and design systems that keep work consistent across touchpoints.
• Present your work to clients and senior stakeholders, and stand behind your design decisions.
• Use AI tools where they genuinely improve speed or quality, and know when they don't.

Skills

Brand identity

Art direction

Team leadership

Wireframes

Prototyping

Agency experience

Portfolio required

Design systems

AI-assisted design

English presentation

Tools

Figma

Adobe Creative Suite

AI design tools

Job description

REMOTE FIRST, INCLUSIVE ALWAYS.

EQUALS TRUE started when a type design geek and a talent nerd decided to create real change in the technology industry workforce. Together, they built the first-in-industry authentic talent partner to help organizations build cultures and scale internationally with the best talent in the Americas.

We are the only organization in Latin America that was founded with a commitment to be inclusive, treat individuals fairly, pay them equally, and provide them with a great professional experience each day. From day one, EQUALS TRUE has been committed to inclusive hiring, wage equality, and delivering an exceptional professional experience. These values ground our business model and daily practices.

We're different, awkward, techie, weird in all the right ways, and we work only with great people. If you're looking for a remote-first career aligned with a true social mission and with companies that share your values, then let's talk about our Principal Designer role today. Here's what you need to know about this position:

Location: Remote, LATAM
Engagement Type: Full-Time, Project-Based

The Work (What you'll be doing & Your Impact)

• Join a senior in-house design studio, designing brand and digital work for some of the world's most recognized tech, media and consumer brands.
• Design hands-on every day across brand, visual design and UI, from brand identities and visual systems to websites and digital experiences.
• Take projects from first exploration to final delivery: concepts, art direction, wireframes, prototypes and polished brand and UI assets.
• Lead small teams of designers on each project, setting the visual direction and raising the craft bar through feedback and critique.
• Build and evolve brand toolkits and design systems that keep work consistent across touchpoints.
• Present your work to clients and senior stakeholders, and stand behind your design decisions.
• Use AI tools where they genuinely improve speed or quality, and know when they don't.

Needed Expertise (What you need to succeed in the role)

• 10+ years of design experience, with a strong background in brand identity and art direction, plus hands-on digital design, including wireframes and prototypes.
• Experience leading designers or creative projects in an agency, studio, in-house team, or your own practice.
• A portfolio is required. We're looking for a mix of brand identity and digital/UI work for international or creative brands.
• Experience building brand systems, design systems, or visual frameworks from scratch.
• Hands-on experience using AI tools in your design process, whether for image generation, prototyping, or production, with a good sense of when they actually add value.
• Comfortable presenting ideas and creative work to senior stakeholders in English.
• Strong command of Figma and Adobe Creative Suite.
• Still actively designing and involved in the hands-on work today.

Not Required But Nice To Have Expertise (What would be great for you to have)

• Experience running your own studio or independent practice.
• Motion design skills or experience directing motion designers.
• Type design or lettering experience.
• Familiarity with how interactive web experiences are built, with an understanding of technical feasibility.

Our Benefits & Perks

• We pay in USD through our platform that allows you to convert, allocate, and disburse your salary as you want, into almost any currency that you choose
• Paid time off based on your engagement
• Medical, safety, and wellness benefits
• Business English language classes
• Access to learning platforms and professional development resources
• Birthday day off
• ... and more perks being added each quarter

EQUALS TRUE is open to all qualified candidates. We never evaluate qualified people on anything other than their skills, work history, training, and ability to do the job. We respect the right of people to live the life they want without judgement. So we practice wage equality, create a culture of belonging, insist upon respect for all our people, make every effort to accommodate all disabilities, and work only with companies that share our values. We are proud to be a global equal opportunity employer. And as such we never discriminate based on race, religion, color, national origin, disability, sexual orientation, gender, gender identity, status as a veteran, or any other protected status. We also consider qualified applicants with non-violent and non-financial related criminal histories.

Additionally, EQUALS TRUE is committed to providing reasonable accommodations for candidates with disabilities throughout our hiring processes. If you need any assistance or accommodations due to a disability, please let us know.