At Willful, we’re on a mission to make estate planning simple, affordable, and accessible for Canadians. Since 2017, we’ve helped over 400,000 people create wills and powers of attorney documents.
We’re transforming the way Canadians protect what matters most through an accessible online platform, support from human estate planning experts, and relentless innovation toward our vision of the future. Our partnerships with Canada’s most trusted brands, including Wealthsimple, Scotiabank, CIBC and Amazon help us bring estate planning within reach for every Canadian, making it easier than ever to get the protection and peace of mind of having a plan in place.
Your Role at Willful
We're seeking a world-class Brand Designer to take Willful's visual identity to new heights. As the creative force behind our brand, you'll craft sophisticated visual experiences that inspire trust, communicate our values, and forge emotional connections with Canadians.
In this fully remote role, you will develop and execute on creative concepts that reinforce trust, provide value and help more Canadians experience the peace of mind that comes from protecting their families.
Key Responsibilities:
Shape and elevate our visual brand: Develop a distinct, modern visual identity that reflects our values and feels cohesive across every channel
Bring creative concepts to life: Turn big ideas into compelling visuals that spark interest, build trust, and drive results
Design exceptional digital experiences: Create sophisticated, conversion-optimized web pages in Figma and build them in Webflow
Reimagine our email experience: Design distinctive email templates and campaigns that drive engagement and conversion
Produce standout marketing assets: Create digital advertising, social content, and print materials that elevate our brand presence
Develop premium co-branded materials: Design polished assets for high-profile partnerships
Drive design innovation: Lead design experiments that continuously improve performance metrics while maintaining brand integrity. Stay ahead of design trends and explore how AI and automation can streamline workflows and enhance output
Create compelling presentation materials: Craft visually stunning decks and corporate assets that reflect our brand's sophistication
Who You Are:
You have great taste: Your portfolio shows a strong sense of style, attention to detail, and a knack for clean, conversion-friendly design
You think like a brand builder: You understand how great design builds brand equity and delivers measurable business impact
Customer-first mindset: You design with deep empathy for the user, creating experiences that guide them through their journey
Creative thinker: You love solving design problems in smart, unexpected ways
Technically strong: You’re confident using Figma, Webflow, and Mailchimp (or similar tools) to bring ideas to life, from concept to execution
AI-literate and tool-savvy: You stay on the cutting edge of design workflows and are comfortable using AI tools to accelerate ideation, streamline production, or enhance creativity
Collaborative leader: You excel in cross-functional environments, articulating design decisions and inspiring others with your creative vision
Bonus skills: Experience with motion graphics, animation or video editing that brings designs to life
We’re looking for the right person to join our team! We don’t care where you went to school—or if you went to school—as long as you have a proven track record of marketing success.
Even if you don’t check off all the boxes but you think you’d be a good fit for the team—we encourage you to apply.
Perks + What we offer
Competitive salary and participation in employee stock option plan (ESOP)
Comprehensive benefits plan, including health, dental, and vision
4.5 day work week and flexible work hours to accommodate both work and home life
Flexible perks including the choice of a health spending account (HSA) or RRSP matching
A $500 wellness budget to support your physical, mental and emotional health
Monthly meal and entertainment budget
Company-wide “recharge” days off in December in addition to your vacation time
Competitive parental leave policy
Fun and inclusive virtual team events
In-person team and company-wide events
We’re building a diverse team
Willful is committed to building a diverse team and encourages applications from individuals from underrepresented groups, including but not limited to women, racialized individuals, Indigenous people, LGBTQ+ individuals, and persons with disabilities. We are also committed to providing reasonable accommodations to applicants with disabilities during the recruitment process.
Work where you want to
We’re looking for the right person to join our team so this role isn’t limited by geography and will be 100% remote. The only requirement is that you must be legally able to work in Canada. You’ll attend in-person company retreats and strategic planning sessions a few times a year.
Start date
ASAP
Ready to apply?
If you’re ready to help shape Willful’s voice and engage Canadians on a topic that truly matters, we’d love to hear from you. Please submit:
A brief cover letter explaining why you’re excited about Willful and how your experience aligns with the role.
Your portfolio, including at least one email and one landing page. Feel free to share published or speculative content (and label accordingly).
Interviewing at Willful
Here’s what you can expect.
Interview with Head of Marketing (45 min)
Collaborative brainstorm session (60-90 min)
Final interview with Head of Marketing and CRO (45 min)
References
Offer
