Senior Visual Communication Designer

BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.

To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can’t wait, let’s shape it together!

British American Tobacco UK has an exciting opportunity for a SENIOR VISUAL COMMUNICATION DESIGNER in London or Southampton

What are the key objectives and expectations from this role?

The Senior Visual Communication Designer owns the graphic design and visual communication direction for strategic New Categories packaging projects and cross-category initiatives. The role translates brand ambition, category strategy and consumer insight into distinctive, coherent visual systems—using information architecture, typography, colour, imagery and iconography to help consumers recognise, understand, navigate and select products.

Reporting to the Packaging Experience Lead, the role leads visual communication workstreams from exploration through to delivery. It sets design direction, defines scalable visual systems and makes decisions within agreed project parameters, ensuring hierarchy, proposition differentiation, device–consumable compatibility and essential information are resolved consistently across packs, formats, portfolios and connected touchpoints.

Applying graphic design and systems thinking, the role simplifies interaction and removes friction across the consumer journey. It champions clarity, coherence, consistency and craft across packaging, product and connected digital interfaces.

Accountabilities

Visual communication direction

• Lead graphic design and visual communication workstreams for strategic packaging projects and cross-category initiatives, from exploration through to delivery.
• Translate brand ambition, category strategy and consumer insight into clear design direction, principles and scalable visual systems.
• Define information architecture, hierarchy, typography, colour, imagery and iconography across packs, formats and portfolios.

Clarity and interaction

• Identify and resolve communication barriers, including ambiguity, inconsistency, visual noise and cognitive load.
• Simplify how consumers recognise, understand, navigate and select products, includi...

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