Visual Identity (VI) Manager

Role Overview

The Visual Identity (VI) Manager role will lead and evolve our global visual branding system in alignment with HCLTech’s strategic brand direction. This role will be responsible for driving consistency, innovation, and impact across all visual expressions of the brand, ensuring coherence in design across platforms, touchpoints, and stakeholder groups. The ideal candidate is dynamic and detail-oriented.

The VI Manager will play a pivotal role in enhancing our visual identity program, supporting the development of new brand assets, governing usage, and collaborating cross-functionally to elevate the overall brand experience.

Key Responsibilities

VI Evolution and asset development

• Lead development of new use cases and references for brand elements
• Continuously improve and simplify brand guidelines with innovative use of color, typography, and execution formats.
• Partner on creation of new brand guidance including data visualizations, infographics, merchandise, and event branding.
• Partner with brand team on the evolution of the brand messaging kit and its integration with visual storytelling assets.
• Consistently review utilization of assets and review, revise or replace as appropriate

Governance

• Work closely with the creative studio on early-stage brand approval/ VI reviews with a collaborative, solution-oriented approach
• Manage and update brand assets on brand resources, guidelines, and Brandfolder pages.
• Empower marketers to uphold brand standards through enablement and training

Trainings & enablement

• Work closely with brand and enablement team members on strategy for training, feedback, and hands-on outreach
• Design a training strategy for different user groups
• Collaborate with internal comms to promote new assets, guidelines, and brand achievements.
• Conduct regular feedback cycles with super users and the broader marketing org
• Cross-functional collaboration across the VI/Creative team and the marketing org to assist teams with visual identity application and brand strategy

Special initiatives

• Work closely with external design and creative agencies to brief, review, and refine visual assets aligned with VI standards.
• Contribute to creative for high-visibility events like the World Economic Forum and brand-level campaigns, ensuring the brand is accurately and impactfully represented.
• Partner with brand strategy team on major initiatives as needed

Qualifications

• Bachelor’s or Master’s degree in Visual Communications, Branding, Marketing or related field.
• 7+ years of experience in visual identity management, brand strategy, or art direction.
• Strong portfolio demonstrating visual system development, brand storytelling, and scalable brand execution.
• Expertise in tools like Adobe Creative Suite, Figma, or similar.
• Experience in training, governance, and asset management systems preferred.
• Strong communication and stakeholder management skills.

Key Competencies

• Creative leadership with a strategic lens
• Systems thinking in design
• Attention to detail and consistency enforcement
• Collaboration across teams and functions
• Brand stewardship and cultural fluency