Creative Direction

As the project's art director, the emphasis was on creating a flexible and cohesive email design system to enhance CRM and loyalty efforts. This involved developing a comprehensive design library that included font, color, and effect styles, assets, over 60 reusable components, and 100+ developer use cases to support efficient workflows.

Key deliverables included crafting adaptable templates with consistent headers and footers, along with updating designs to integrate refined copy for 21 key emails, particularly in the welcome stream. Style exploration balanced restrained and bold elements tailored for both member and prospect audiences, while ADA compliance and a mobile-first hierarchy ensured readability and engagement across devices.

Impact

• Built a robust design library with 60+ components and 100+ developer use cases, enhancing design consistency and efficiency.
  
  

• Delivered adaptable, ADA-compliant templates with an emphasis on readability and scalability.
  
  

• Updated designs to reflect refined copy for key email streams, such as welcome, loyalty, and win-back, boosting user engagement.
  
  

• Successfully implemented the design system in Salesforce Marketing Cloud, supporting streamlined deployment and scalability.

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