Redesigning Email at Blue Bottle

Rethinking the way we approach email design

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Project Overview

To improve Blue Bottle’s email process by creating beautifully designed and on brand templates communicating strategic marketing campaigns.

Approach and Solution

Research and seek inspiration—what’s currently working in email marketing? 

Wireframe possible solutions for both single and multiple campaigns.

Refine design standards for the brand such as simplifying to our bottle icon only and directing the header style photography.

Introduce a new program suited for fast iteration, create a master design toolkit file and template guidelines to teach the design process and workflow to others. 


Research and Inspiration

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Wireframing Possible Solutions

During the wireframe process I considered all the possible types of emails Blue Bottle will send out. Some of these categories are a welcome series, new cafe opening events, product promotions, newsletter / community emails, and short announcement / launch emails.

I also broke down the wireframes into individual elements such as headers, grids, and footers / accessories to allow for more flexibility when designing a new email. The goal is to plug and play the right elements for each campaign.

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Design Toolkit File with Templates and Styles

I designed a master toolkit file with all wireframe templates, various footer examples, character styles and more. These templates allow the designers to efficiently design more email campaigns while staying on brand.

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Design Solution

A collection of emails designed for various campaigns

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Role in Project

Lead Designer

Worked closely with the Performance Marketing Manager to test and improve email campaigns with Sailthru and Square platforms.

Collaborated with the Design Director and Senior Marketing Manager to continually refine brand messaging and uphold Blue Bottle’s design standards.

Worked closely with the Photographer to plan and shoot creative assets for new product campaigns.

Deliverables

  • A suite of on brand email templates

  • Master toolkit file including all templates, character styles, colors, logos, and symbols