ABOUT

Email Marketing | B2B Design | Art Direction & Template Refresh

As the UK’s largest promotional merchandise supplier (prior to its acquisition by PF Concept), SPS (EU) Ltd maintained a strong presence in the B2B space through regular, product-focused email marketing. These campaigns, known as e-shots, were vital in introducing new product ranges, driving lead generation, and supporting customer marketing with end-user versions included.

Creative Direction:
While the tone of the SPS brand was fun and light-hearted, I recognised an opportunity in mid-2017 to evolve the visual language of the emails. The original layouts, though functional, had become overly busy and inconsistent. I spearheaded a redesign to bring more visual clarity, structure, and brand polish to SPS' communications.

The updated templates introduced:
• A sleeker, more professional layout aligned with modern B2B standards
• Improved typographic hierarchy and spacing for better readability
• Consistent branding while still allowing flexibility for seasonal and product-specific creativity
• Enhanced visual storytelling to showcase promotional products in use, not just in catalogue style
• Each campaign was tailored to highlight a featured product or promotion, making it easy for customers to stay updated while encouraging click-throughs to downloadable resources and end-user ready content.

Key Contributions:
• Led a design refresh of SPS’s email marketing templates for a more cohesive and modern presentation
• Designed bespoke graphics and layouts for individual product campaigns
• Helped maintain customer interest and trust through visually engaging, B2B-focused storytelling
• Created scalable email templates that improved internal efficiency while elevating brand consistency

This evolution in email marketing played a key role in modernising SPS’s digital presence, supporting its reputation as a trusted supplier and ensuring customers remained informed and engaged, right in their inbox.