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Regional Design Lead


Shanghai - China

About us

Dyson is growing. Fast. More products. New categories. More visual communications.
We are a creative technology company with a global and iconic identity. Our mission is simple: We solve problems others ignore with exciting new technologies which defy convention. Communicating with brevity and presenting ourselves in the right way is essential to protecting identity & building our hard earned Reputation. Every contact with our public and with other Dyson people, must reflect our values and philosophy. Perfectly.

The Greater China Centre Of Excellence (CoE) is a Dyson team responsible for maintaining the visual identity and brand reputation of Dyson across China, Hong Kong and Taiwan. We work collaboratively with local Dyson creative teams to deliver seamless consumer experiences that instil an understanding of and confidence in the products performance, distinct commercial benefits to the business and ultimately brand advocacy and loyalty.

About the role

As the Regional Design Lead in the Greater China CoE you will understand our brand, our philosophy and ethos inside out and use this understanding to ensure all local Dyson content and assets are consistent with our global image. You will work with the marketing team to ensure that briefs are strategically right for our brand and appropriate for our business, balancing short term sales objectives with the longer term building of equity in our brand. You’ll review all design work from the key markets across APAC for alignment to our global identity standards and provide guidance and design direction where revision is required.

First and foremost you’ll oversee closely our transcreation partners and third party agencies to ensure New Product Launches are supported and Global assets are adapted and implemented correctly through the full shopper journey (including film, OOH, print, social content, digital, e-comm and retail channels). You’ll maximise global imagery and film assets for improved performance by working in partnership with media and marketing teams. You’ll target the right audiences with the right Dyson product messages in our distinctive “engineers not marketeers” tone of voice.

Where Global assets do not meet the market needs, you will validate and confirm that existing assets are not appropriate and that a commercial category business need exists. You will then work with the Greater China creative team members to conceptualise and produce localised content and campaigns to meet any specific seasonal, promotional and locally relevant requirements. This may include high level key visuals that require incredible attention to detail both in product understanding and finished art output for both offline (CMYK) and online (RGB) channels.

You will also oversee the launch and implementation of local campaigns in conjunction with brand, social, digital, PR and retail teams in your market. You must also be comfortable voicing your opinions, being able to articulate your ideas, and confidently and intelligently present your work directly to senior stakeholders throughout Dyson. Lastly, you should be able to direct local market creatives on how to correctly create and produce Dyson level content, monitoring their progress through reviews and with clear feedback.

You will work collaboratively with and report into the Greater China CoE Creative Director and Global CoE Creative Director to ensure your region is delivering a consistent global Dyson message.

About you

At least 7+ year’s experience working in creative agencies or in-house environments and leading other creatives/designers.

A proven track record of image, identity, content and campaign work as well as collaboration with people from different disciplines and teams.

A strong design portfolio that demonstrates a technical understanding of typography and grid systems is critical, as well as experience in print and finished art, digital asset creation, point-of-sale and brand/campaign guidelines.

A sound knowledge of Photoshop, Illustrator, Indesign, After Effects, Sketch and Microsoft Office (basic level) is mandatory.

A degree in a related graphic design or visual communication course.

English and Mandarin speaking, reading and writing skills essential.

And lastly, you should have a deep passion for the Dyson brand and the reputation it has built over time, with a goal to continue building that reputation for the future.

Interview guidance

We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate.