ABOUT

The problem
Fred. Olsen needed a rapidly deployed email process which would still allow a lot of design flexibility to keep communications fresh, but had to maintain brand consistency. The current ad hoc way of briefing, designing and building each email wasn’t allowing the fast turnaround times they were looking for.

The solution
I proposed a toolkit of email modules that could be used in varying combinations to build any type of email. The modules could be pre-built and tested to allow faster turnarounds, and be brought in line with the branding that was refreshed in 2023.

Process
We began by auditing current email content as well as working with the client to determine a list of required email types and content modules across all customer journey stages. This included sales and aquisition emails focusing on products, post-purchase informative and upsell communications, trade/partner emails, functional communications to existing guests, and any other ad hoc emails.

Design
Working in XD (chosen for studio licensing reasons), I started by setting up grid systems for desktop and mobile. Due to email’s build restrictions and cascading content nature, I decided to have an outer and inner grid to allow extra margins around headlines while other content could fill the space. Because the modules were created to lock together, additive top and bottom margins were considered for type and other content modules.

Template files
All assets and components were organised and labelled in the template files, and styles created for text. Each module’s export layers/components were labelled according to the requested filenaming structure and marked for export to allow quick batch exporting.

Modules
The full toolkit of 62 desktop and mobile modules were grouped by type as headers, text, product, media, footers, CTAs, dividers/spacers, and specialty modules. I suggested a few extra specialty modules to allow more visual interest and allow continuity with what was being done across their printed brochures and communication. Typography was standardised and customisations for each module were restricted to maintain design consistency.

Guidelines
I created a comprehensive set of guidelines and a briefing form for the client. It included suggested template combinations for specific types of regular emails, and examples of modules with content in situ. I also created an additional Spec set of guidelines to be used internally by the design and development team.

Role: Art direction, design (self initiated project), client presentation
Tools: Adobe XD, Adobe Illustrator, Adobe Indesign (guidelines)
Client: Fred. Olsen Cruise Lines
Agency: Brave Spark
2024