M·A·C Emails
Redesign the breadth of MAC Evergreen Emails across various touch-points in the consumer life cycle.
Design Direction • UI Design • Content Strategy
OVERVIEW
The goal of this project was to create an established and consistent design aesthetic for all emails being produced for the brand as well as increase customer acquisition, retention and conversion with new and relevant brand content.
PROCESS
We worked closely with online e-commerce to brainstorm new customer touch points across various global and local content pillars.
We were also able to identify and define pain-points and successes with the current email templates and sketched out multiple wireframes for each touchpoint to build out and refine the new designs.
VISUAL DESIGN
We created a style guide to establish consistency and guidelines for the new aesthetic.
We wanted the new aesthetic to cater to a more edgy and bold design direction that aligned better to the brands core values in artistry and innovation
COMPONENTS
We identified consistent modules across all emails and created a well-organized Adobe Cloud Library of design components.
This made it easy to implement everything with internal designers as well as teams from various regions globally.
NEW TEMPLATES
A set of 45 email templates were created for existing content and the new content strategy.
These spread across areas that entailed to overall brand equity, new product launches, hyper-targeted consumer purchases, trends, artistry, hero products and localized promotions.
GUIDELINES
An extensive set of guidelines was established to provide global regions and vendors.
The team wanted to provide the regions flexibility to localize templates according to their needs but also still maintain a consistent brand aesthetic.
TEAM
Aude Degrassat | Executive Director
Rachel Felsinger | Associate Design Director
Sofia Bonilla | Digital Designer
Christiana Molina | Editorial Director