About Abby Health

Abby Health is Australia’s highest-rated telehealth clinic (4.9/5 Apple iOS store, 4.8/5 Trust Pilot, 4.8/5 Google):

• 240,000 patients regularly using Abby
• 500,000+ appointments delivered each year
• Profitable and growing

We are building an online-first primary care clinic delivering long-term care, on-demand, supported by Abby AI and grounded in continuity.

Our values guide everything we build:

Smart: Clinically intelligent systems that support better decisions and connected care.
Beautiful: Intentional, considered design that reduces friction and builds trust.
Caring: Human-first healthcare that prioritises understanding, empathy, and long-term relationships.

Quality begins with being understood.

About the role

We’re looking for a Founding Creative Lead to help shape how modern primary care is experienced. 

You’ll work directly with the Founder to evolve Abby’s brand, art direction, and design systems across three core products:

• Website
• Patient App
• Clinician Dashboard
  
  
  

This is a hands-on role for a designer who can develop and transform creative strategy into brand direction, art direction through to shipped work—designing new journeys, evolving Abby’s design system, shaping how Abby AI is expressed, and bringing high-fidelity experiences to life.This is a hands-on role for a designer who will develop and transform creative strategy into brand direction and art direction. You will then bring this to life through shipped work—designing new user journeys, evolving Abby’s design system, shaping how Abby AI is expressed, and delivering high-fidelity experiences. You will have significant autonomy in shaping Abby’s creative direction, working with the Founder to evolve how brand and product come together. You’ll collaborate closely with engineering, clinicians, and the founding team to translate Abby’s philosophy — being understood — into tangible product experiences.

How we work

This is a collaborative, hands-on role.

Day to day, that means:

• Translating product vision into clear design directions
• Collaborating with engineers to design and iterate on new journeys and features
• Designing patient and clinician experiences across the platform
• Developing brand motifs and visual systems that unify the product
• Bringing website designs to life in Webflow
• Balancing product vision, clinical requirements, operational realities, and creative clarity

Our process is problem-driven, iterative, and cross-disciplinary.

Skills and experience

The candidate who will thrive in this role will have:

• 5+ years experience in brand, product, or digital design
• Experience operating as a senior individual contributor
• Experience evolving an established creative direction
• Experience designing across both marketing and product environments
• Contributing to or building scalable design systems
• Collaborating closely with engineering through implementation

We are particularly interested in designers who have built emotionally resonant direct-to-consumer brands, especially in:

• beauty
• wellness
• other high-touch consumer categories

Experience in fintech or other trust-sensitive industries is also valuable, particularly where clarity and credibility are essential.
Above all, we’re looking for designers who know how to make digital experiences feel reassuring, personal, and grounded.

Core expertise
Brand and art direction

• Strong typography, layout, and visual hierarchy
• Ability to steward and evolve a defined creative framework
• Strong creative judgement and attention to craft

Product and UX design

• Systems thinking — designing journeys over time, not just screens
• Strong information architecture and interaction design capability
• Ability to translate complexity into clarity

Design systems

• Experience building modular component libraries
• Strong responsive design understanding
• Ability to maintain coherence across multiple surfaces

Interaction and motion

• Experience developing motion and interaction principles
• Strong sense of pacing and restraint

AI-Assisted creative workflows

• Comfortable using AI tools for research, ideation, and visual exploration
• Experience developing design assets using modern AI-assisted workflows

Tools

You should be comfortable working with:

• Figma (advanced component systems and prototyping)
• Webflow (production environment for Abby’s website)
• Adobe Creative Suite (Illustrator, Photoshop)

Comfortable with one motion / prototyping tool is essential:

• After Effects
• Rive
• Lottie
• Framer
• Principle

The ability to use AI tools in your work and to generate visual graphics and motion assets is desirable.

Portfolio: Please submit your portfolio link in your resume as part of your application.