Overview

Cooper's Hawk Winery & Restaurants uses email to drive membership, loyalty, and dining visits. At Level Studios, I art-directed the redesign of its CRM and loyalty emails and built a flexible, cohesive email design system for internal teams.

I built the design library behind it: font, color, and effect styles, assets, 60+ reusable components, and 100+ developer use cases to support efficient workflows.

The system went live in Salesforce Marketing Cloud, so internal teams could deploy and scale on-brand emails without starting from scratch.

Key Email Streams

I updated the designs to integrate refined copy for 21 key emails, with a focus on the welcome stream, the first touchpoint in the CRM journey. The same system carries through the loyalty and win-back streams, so every stage of the journey looks and reads as one brand.

Templates + Components

Adaptable templates with consistent headers and footers give every send a familiar structure. Inside them, 60+ reusable components and shared font, color, and effect styles let the team assemble new emails without designing from scratch. 100+ developer use cases keep the handoff between design and development efficient.

Members + Prospects

Cooper's Hawk speaks to two audiences: loyal members and prospects who haven't joined yet. Style exploration balanced restrained and bold elements so one system could serve both. ADA compliance and a mobile-first hierarchy kept every email readable and engaging across devices.

Outcome

• A library that scales. 60+ components and 100+ developer use cases made email production more consistent and efficient.
  
  

• Accessible by default. Adaptable, ADA-compliant templates put readability and scalability first.
  
  

• Stronger key streams. Refreshed welcome, loyalty, and win-back emails were designed to boost engagement.
  
  

• Live in Salesforce Marketing Cloud. The design system was implemented in SFMC for streamlined deployment and scale.

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