Brand Experience Designer, Consumer

Location(s): US (remote), Boston (hybrid), or New York (hybrid) - EST preferred Toast is expanding into the B2C market and is looking for a Brand Experience Designer to define and build the consumer-facing brand that millions of diners will come to know. This role is critical for turning a fledgling brand into one that feels distinct, trusted, and alive at every touchpoint, across product and marketing. The Brand Experience Designer will shape how the Consumer brand looks, sounds, and behaves end to end, setting the standard for how Toast shows up to guests and giving the product and growth teams a shared identity to build on. Toast is investing in becoming a consumer innovator. We’re using our restaurant and guest data to make dining feel personal and frictionless, and with AI in the mix, we want discovery, booking, and dining to feel genuinely memorable. Our Toast Local app is only one surface. We’re adding social features, exclusive deals, and new ways to reserve and pay. A brand that guests recognize and love is how that experience becomes more than a set of features. About the team You’d join a small, ambitious Consumer Design team that feels and operates like a startup within a larger company. We have autonomy and the runway to reimagine dining, and we all love to roll our sleeves up and jam together. You’ll report to the Consumer Product Design leader and work shoulder to shoulder with product designers, product managers, engineers, and our marketing and growth partners. The competition is fierce. We’re up against established brands consumers already recognize. We’re building so that consumers and restaurants thrive and form deep relationships that keep dining a core, sustainable business in our communities. With a brand still finding its shape and a nimble, driven team raring to go, this role is where the brand gets its voice. The Consumer brand is a sibling to the Toast Core brand, not a sub-brand of it. We honor what makes Toast trusted by restaurants, and we give guests something that feels made for them. What’s shared and what’s distinct is still being decided, and this role helps decide it. If you want a brief with every answer already in it, this isn’t that role. If you want to shape the answers, it is. About this roll* (Responsibilities) We’re looking for a Brand Experience Designer with a proven track record of building consumer brands that people recognize, remember, and feel something about. You’ll be at the heart of our consumer push, defining how Toast shows up to millions of diners and making sure every touchpoint, from a push notification to a receipt, feels like it came from the same place. You’re the type of designer who loves to lead the way but feels there’s nothing too small to dive into. Brand Vision and Identity: You’ll evolve our Consumer brand into a complete, living identity system: visual language, voice and tone, motion, illustration, photography, and the principles that hold them together. Brand in the Product: You’ll partner with product designers to bring the brand into the experience itself: onboarding, empty states, celebrations, loyalty moments, transitions, sound and haptics, the emotionally resonant layer on top of the functional one. The brand system is yours. The product design system is shared, and you’ll own its expressive layer (type, color, motion, illustration) so brand and UX read as one thing. Brand in the World: You’ll set the creative direction for how the brand appears across marketing and growth: launch campaigns, paid and social, lifecycle email and push, app store, and partner moments. You’ll work with marketing, growth, and content partners to make sure the story guests hear is the one the product tells, and build the templates and toolkits that let those teams m