A note from the founder
Baseline is at an inflection point.
We’ve built a serious SaaS product for real estate private credit, the fastest growing asset class in the world. Our platform is the system of record for private lenders, which means customers spend hours in it every single day. It’s trusted, relied on, and scaling quickly.
What we need now is a brand that feels just as disciplined, intentional, and well-built as the software behind it.
This role carries a lot of weight. You’ll be responsible for doing something radically different and redefining how private lending presents itself as an industry. The decisions you make will set a new standard, not just for Baseline, but for an entire category that’s overdue for better design.
I care deeply about design and user experience. As a former private lender, I’ve lived in these tools, and I know firsthand how much good design matters. When design is done right, it builds confidence, reduces friction, and changes how people feel about their business.
If you love being a true individual contributor and want to shape a product-led brand from the inside out, this role is for you.
The role
This role sits where brand, product, and marketing collide.
You’ll work closely with our Head of Design, but this is not a support role. You will personally own and execute a large share of Baseline’s brand work, from in-product UI moments to marketing and physical touchpoints.
You’ll help define the system, then apply it yourself. If you enjoy sweating typography, obsessing over spacing, refining UI polish, and iterating until something feels right, you’ll do well here.
What you’ll actually do
You’ll design and evolve Baseline’s brand system, building foundations across typography, color, layout, iconography, motion, and accessibility. You’ll embed brand directly into our flagship SaaS product, shaping UI patterns and in-product moments, while actively working alongside Product Designers and Engineers.
You’ll also design and ship assets across our website, product marketing, sales collateral, content, ads, events, and physical materials. This is a hands-on production role. Your work will be used by customers, sales teams, and operators every day.
You’ll collaborate closely with both Product and Marketing teams, giving clear opinions, taking feedback, and raising the quality bar. You’ll use AI tools where they help you move faster, but you’ll rely on taste and judgment to decide what ships.
Who this is for
This role is for a senior designer who still loves being an individual contributor.
You care about details most people miss. You’re opinionated. You like owning problems end-to-end and take pride in work that holds up over time. You’re a tastemaker who is energized by making a real impact.
What you bring
- 7+ years of hands-on experience in brand, visual, or graphic design
- A portfolio that shows executed work, especially systems applied across product and marketing
- Exceptional craft in typography, layout, hierarchy, and consistency
- Strong product instincts; experience working alongside Product Designers and Engineers
- Fluency in Figma and modern design workflows
- Real experience using AI-assisted tools to accelerate execution, not replace thinking
- Comfort moving fast, making tradeoffs, and shipping
Bonus points
- Experience embedding brand into a SaaS product
- Motion, illustration, or UI polish experience
- Experience building reusable systems that scale without breaking
Why Baseline
We operate with a professional athlete mindset: high standards, direct feedback, and continuous improvement. We care about quality, but we care just as much about shipping.
In this role, you’ll have real ownership and real responsibility. Your work will shape how our product feels, how customers perceive us, and how the company scales from here.
If you want to stay hands-on, do the best work of your career, and help build something that actually gets used, we’d love to work with you.
The interview process
- Initial call (30 mins)
- In-person interview (1 hour)
- Portfolio critique (1 hour)
- Offer
A few final notes
This is a senior, hands-on individual contributor role. Compensation is $125,000 plus stock options, with meaningful ownership and real influence over the product and brand.
We’re an in-person company by design. Our team works out of the East Room at 507 King Street East in Toronto, and we believe great design work happens faster and better when you’re in the room with the people building the product.
We also value trust and signal. Strong candidates are encouraged to find mutual connections at Baseline, especially shared connections with Shaye Wali (Founder) or Michael Silla (Head of Design).
If this resonates and you care deeply about craft, product, and bringing meaningful change to an industry long overdue for thoughtfully designed experiences, we’d love to hear from you.
