design system email creative direction art direction Delta email design system
We created a holistic email design system for Delta to be used across all email campaigns and to be utilized by multiple agencies and in-house teams. Our system created a never before achieved visual cohesion across communications, and increased speed to market in design, build, and creative review process.
Created at Digitas | Role: ACD Art Director
Legacy design
Each email created individually created disparity in design and long timelines for the build
Heavy use of text-based cut assets which affected load time and legibility
Lack of singular message per email
Not optimized for Salesforce system and not ADA-compliant
150+ emails were reviewed for design, UX and content
We then began the process of plotting out content hierarchy, messaging strategies and wireframing components
COMPONENT RECOMMENDATIONS
PLANNING CONTENT & DESIGN
INITIAL WIREFRAME
New design
Clear design standards and a shared Sketch library of components accessible to all created harmony and consistency
Technical production time got 4x faster with the implementation of drag-and-drop modules within SFMC.
A refreshed content strategy streamlined communications to a singular purpose.
17 core components, infinite permutations
We then began the process of plotting out content hierarchy, messaging strategies and wireframing components
Style guide
We crafted a style guide to implement usage internally at the agency, as well as within Delta and outside agencies. The guide contained design rules, hierarchy, and messaging guidelines.
Use case: cabin upsell
An unclear email with mixed messages and design styles becomes a clean, focused upsell communication.
Use case: SkyClub quarterly
A dumping ground for content becomes a useful quarterly communication about SkyClub updates.
