TELUS | Email Design System

I lead the a team of writers, UX experts, designers and strategists to launch a 1:1 (CRM) Email design system.

We pivoted from a model where each email was created from scratch, to an adaptable, mobile-first, modular system. Templates and modules we’re developed to suit our communication needs ranging from Limited-time and upsells to operational and informational. We then constantly evolved our system to create more consistency, simplify content, streamline development and optimize branding.

Throughout the process we built robust technical, design and copy guidelines that were easy to pick up and apply.