Design Lead

What if AI this powerful deserved design this intentional?

We're the ~50-person team behind FLUX.1, FLUX.2, and Stable Diffusion—models with 400M+ downloads that have fundamentally changed what's possible in visual creation. Our founding team invented latent diffusion and continues to push the technical frontier. But here's the tension: we've built technology that generates breathtaking visuals, yet our own visual presence hasn't matched the ambition of our models.

That's where you come in.

What You'll Own

You'll architect the complete visual universe of Black Forest Labs, from pixel-perfect product UI to the motion principles that define how our brand moves. Every touchpoint, every interface, every piece of content. One unified creative vision. Yours.

The work:

• Build and evolve our entire visual identity—logo systems, color, typography, motion, illustration, design guidelines
• Design intuitive interfaces that make cutting-edge AI capabilities feel effortless
• Create a design system that lets the team ship on-brand work without bottlenecking on you
• Produce marketing content, demo videos, tutorials, and launch materials
• Partner with engineering to rapidly prototype and ship product updates
• Use FLUX itself to push creative boundaries and show what's possible
• Design onboarding that transforms first-time users into power users

The Challenge

How do you create a visual identity that feels as innovative as the technology—without tired "AI company" aesthetics? How do you design for capabilities evolving every quarter? What's the balance between letting FLUX speak for itself and building strong branded presence?

We're figuring this out. That's why this role exists.

You

You obsess over details most people won't consciously notice but will definitely feel. You're a systems thinker who builds design languages, not just one-off assets. You thrive in ambiguity and velocity- excited by designing for features still being built, not paralyzed by it.

You code-switch between audiences: technical interfaces for power users one day, inspirational marketing for AI newcomers the next. And you're genuinely excited about AI as a creative medium, not just a tool.

You likely have:

• Senior product designer, creative director, or brand designer background - someone who's owned significant visual territory
• Deep craft across visual design, UI/UX, typography, motion, and brand identity
• Portfolio showing both systematic thinking (design systems) and creative excellence (campaigns, product work)
• Experience making complex technical products feel simple
• Proficiency with modern design tools (Figma, Adobe Creative Suite)
• Ability to make confident creative decisions autonomously

Bonus points:

• Built design functions at early-stage startups from scratch
• Motion design, animation, or video production background
• Genuine curiosity about generative AI and where it's heading
• Experience designing for developer tools or technical audiences

What This Isn't

This isn't executing briefs or following someone else's brand guidelines. You create the universe, not inhabit one. More creative freedom. More responsibility. If you prefer clear direction and established systems, this isn't it.

We also don't want design that prioritises novelty over usability. Your work needs to serve users and business goals, not just look impressive in your portfolio.

Interested? Show us work that demonstrates both systematic thinking and creative excellence. We want to see the visual universe you could build.