Strategy + Design
Real brand emails, redesigned with a strategic rationale. Before and after, with annotations.
Marine Vitality
A promotional EOFY campaign with strong product credibility buried under a generic promo structure.
Redesigned to lead with trust before asking for the sale.
This is a self-initiated redesign, done to demonstrate strategic thinking on a real, published campaign.
original
Redesigned
01.
Credibility repositioned
Research and press moved from footer to a strip right under the hero.
02.
CTA system unified
Seven buttons in three colors reduced to two, placed at the actual decision points.
03.
Offer stated clearly once, not three times
Discount claim consolidated into hero + close.
04.
Segmentation applied
Three products pitched to everyone became one relevant panel per audience.
Sisters Coffee Co.
A seasonal campaign with strong copy but no editorial architecture to carry the reader through.
Redesigned to give each subscriber intent its own moment.
This is a self-initiated redesign, done to demonstrate strategic thinking on a real, published campaign.
original
Redesigned
01.
Subscriber journey mapped
Each section has a distinct reader in mind and a reason to exist.
02.
Hero restructured
Two-column layout gives the headline room to lead and the image room to breathe.
03.
Single CTA expanded
A CTA at each section, matched to the intent of that moment.
04.
Navigation bar added
Makes the email feel like a brand extension, not a standalone send.
05.
Footer overhauled
Full wordmark, tagline, and site nav. The original's generic monogram doesn't earn the close.
Email Design
Original campaigns and flows email design.
Design range, voice, and visual identity.
Promotional campaign for fictional brand
Abandoned Cart flow for fictional brad
Welcome Flow (email #2) for JZD
Promotional campaign for JZD
Promotional campaign for JZD collaboration with Ponds
Promotional campaign for Sisters Coffe.co (redesign)
Promotional campaign for
More original work coming soon.