Extending the visual identity beyond the website
Designing the CRM email templates
Alongside the website redesign, the new visual identity also had to come through in the emails sent by the CRM teams.
I designed the email templates in partnership with those teams, to keep the site and email experience consistent.
Outcome — Templates reused on an ongoing basis by the CRM teams for their campaigns.
01 · Context
Context
The Homair redesign wasn’t limited to the website itself: the CRM teams needed email templates able to carry the new visual identity to customers, on a channel with its own constraints (fixed width, cross-client compatibility, a reading hierarchy different from a web page).
02 · Contribution
Contribution
I designed these templates in partnership with the CRM teams, adapting the site’s design system to the specific constraints of email. I built a library of modular components — header, text blocks, product, region, number of the day, survey, customer review — that can be assembled to fit each campaign’s context.
Assembled to fit each campaign’s context, these blocks make up complete emails, consistent with the site experience.
The redesign didn’t stop at the site. The same customers get emails, and they had to find the same brand there.