A strategic email refresh that transformed opportunities identified through a flow audit into a cohesive set of branded email experiences designed to engage customers throughout their journey.
Just Fred.
Agency:
Avex Designs
Timeline:
2 months
Focus:
Email Design • Visual Design • Creative Direction
Tools:
Figma
Email Marketing
& Flow Design
The project began with an audit of the client's existing email flows. Working alongside the marketing expert on our team, we identified opportunities to introduce new content and strengthen the role each flow played throughout the customer journey.
A key goal was making email feel like a natural extension of the brand's digital experience. I used the website as a reference point for typography, color, imagery, and overall visual tone so customers could move between channels without feeling like they were entering a different brand environment.
Extending the Brand Into Email
What began with a flow audit and content exploration became an opportunity to rethink how the brand could show up across email. I translated new content opportunities into a flexible collection of email designs that balanced creative expression with consistency.
The result was a stronger email presence that felt connected to the website while giving the brand more flexibility to communicate across different moments in the customer journey.