Creative Principal

About the Role

We’re seeking a Creative Principal to join Abnormal AI’s Creative Services team. It’s a pivotal role shaping the future of our visual expression across the globe, and as a member of the in-house studio, you will create and elevate a distinctly abnormal visual identity that breaks the mold of traditional B2B aesthetics.

You’ll lead creative development across web, product marketing, campaigns, experiential, and beyond, bringing to life a bold vision that challenges convention and captures imagination. You will partner across marketing, product, and digital teams, creating work that not only elevates our brand but also rewrites the rules of enterprise creative.

This is a role for a hands-on creative who is equally visionary and executional. You’re a full-stack generalist who thrives across a wide spectrum of work, from campaigns to digital surfaces to integrated launches, and a systemic thinker who raises the creative bar for everyone around you. You believe B2B can be just as beautiful and emotionally resonant as consumer brands, and you have the portfolio to prove it.

You’ll join a team of creative principals, each bringing distinct expertise. Your lane is end-to-end creative execution, owning the work across all asset types and functional areas, from concept through final delivery. You’ll operate as a true peer to the principals around you, a collaborator who helps sharpen the team’s collective output.

What You Will Do

• Elevate the visual quality of Abnormal AI’s global brand across all touchpoints, including web, product, campaigns, social, and experiential.


• Collaborate cross-functionally with marketing, content, and web partners to bring cohesive, compelling creative concepts to life.


• Provide creative feedback that sharpens concepts and elevates execution across campaigns, launches, social, events, and motion. 


• Create scalable design systems and toolkits that bring clarity and consistency to a growing global brand.


• Bring strong web fluency to the team, contributing to web-forward creative direction across digital surfaces and campaigns.


• Integrate AI tools actively into your creative practice. Use them to accelerate ideation, scale production, and push the work further, faster.


• Champion brand elevation and coherence, ensuring that every creative output tells the Abnormal story in a distinct, elevated way.


• Push the boundaries of what a B2B AI brand can look and feel like. Keep pushing.

Must Haves

• 6-8 years of relevant experience in design, with a strong balance of in-house and agency work.


• A portfolio of standout, strategic, and original brand work across digital, experiential, and integrated campaigns, with demonstrated web capability.


• Proven experience evolving or establishing a visual identity system at scale.


• Full-stack creative versatility: comfortable owning a wide variety of asset types and moving fluidly between campaign, digital, brand, and web work.


• Web fluency: not necessarily a UI/UX specialist, but deeply comfortable with web-forward creative direction and able to demonstrate strong web work in your portfolio.


• Actively uses AI tools as a genuine accelerant in your creative practice, spanning ideation, production, and workflow. You bring curiosity and a real point of view on what AI-native creative workflows can look like.


• Strong command of typography, color, composition, motion, and visual storytelling.


• Fluent in Adobe Creative Suite, Figma, and similar design tools.


• Comfortable translating technical or abstract product concepts into compelling visual narratives.


• Experience with production workflows for video or experiential design.


• Clear communicator and cross-functional collaborator; equally comfortable presenting to executives or mentoring junior creatives.


• A team-first mentality: you collaborate with generosity and humility, and thrive in a high-trust, ego-free creative culture.

Nice to Haves

• Experience working on AI, cybersecurity, or highly technical brands.


• Motion design skills or experience collaborating with animation teams.


• Familiarity with product design systems and UI/UX environments.

Performance Metrics & Deliverables

90-Day Goals

• Audit and understand Abnormal AI’s existing brand identity and creative systems.


• Lead creative direction for at least one integrated campaign, launch, or content initiative.


• Build relationships across marketing, product, and design teams.


• Demonstrate web creative fluency through at least one digital-forward project or recommendation.


• Identify at least one area where AI tooling can meaningfully accelerate or elevate the team’s creative output and propose a path forward.

180-Day Goals

• Deliver new creative concepts across a variety of brand touchpoints, demonstrating system-level thinking and high craft.


• Co-lead development of a refreshed or expanded visual identity toolkit.


• Establish creative rituals and feedback frameworks that raise the quality bar across the team.

First-Year Goals

• Fully own creative direction across brand campaigns, experiential, and digital surfaces.


• Lead a major visual evolution or flagship campaign that sets a new creative standard for Abnormal AI.


• Build and scale internal processes for creative direction and design quality, including AI-assisted workflows where they raise the bar.


• Become a key voice in shaping Abnormal AI’s visual legacy. Be a cultural anchor for how great creative teams operate.

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