I was hired by TALEA to create four email templates for their email marketing program. Upon reviewing their existing designs, I found their emails to be disorganized, busy, and visually unappealing to subscribers. The use of color and prints was excessive, and there was a lack of hierarchy, contrast, and accessibility. We decided on four categories for email templates: events, launches, rewards, and a welcome series. In the end, I created six designs in total, implemented them in Klaviyo, and produced three additional color variations for each design. 

One of my main focuses was to improve the readability and reduce the busyness caused by TALEA's bright colors and prints. I achieved this by incorporating their palette while ensuring high readability, such as using black text and adding a stroke to buttons to enhance contrast. 

I also updated the headers and footers to have a modern and clean look. In the footer, I utilized color blocking to reflect the brand's vibrant color scheme, and adjusted the palettes across the different templates to showcase the brand's love for color.

Made using Figma, built in Klaviyo. 

Brooklyn, NY. July 2024.

Welcome Series

The original TALEA Welcome Email on the left is very simple, with just a photo and a message from the founders. There were no further emails in the series. I improved the look and feel of the TALEA Welcome Email by optimizing the brand's color palette for accessibility, modernizing the type treatments, and incorporating distinct sectioning. 

By incorporating a second email into the series, as well as a promotional token, I increased the impact of the marketing material. I chose to keep the photo and message from the founders but moved it to the second email in the series. I did this so that the first email would provide a short welcome message, offer a discount, and background information on some of TALEA's core qualities. This gives the customer a general overview of the brand and business, as well as promotional material, before receiving the more emotional, direct message from the founders in the second email.

Rewards Email Series

I wanted to create a consistent look and feel for the Rewards emails, similar to the Welcome email. The existing Rewards emails had a lot of colors and patterns, a low-contrast palette, and the text didn't have a clear hierarchy. They also used low-resolution iPhone images instead of professional photography from their library. 

To improve the emails, I started by looking at the Rewards section of the website. The brand didn't want to use the rewards iconography from the site, but I did pull the existing color palette and title text graphic. I made sure that the design of the emails differed from the Welcome series. I also used content from both the website and the existing emails to streamline the information in the templates. 

I focused on the flow of information, making sure that the first email included details about discounts and background information while creating a sense of urgency. For the second email, I used shorter text to encourage recipients to visit their neighborhood taproom. Lastly, I selected images that highlighted the products and the taproom to showcase the offer.

Events Emails

TALEA's company ethos prioritizes community involvement and special events. With four taprooms across NYC, each with its own event schedules, weekly popups, and beer specials, it was important to create versatile event emails with a universal structure for the marketing team to use for all announcements. 

To achieve this, I utilized the color-blocking structure from previous templates, simplifying it with two text blocks and a single image placement. Using the example of 'Bonnie's Summer Seafood Shack,' I selected a diverse, accessible net-new color palette and established a clear text hierarchy. 

Like the other email templates, I also included multiple color palette options within Klaviyo so that the marketing team could choose a template that best matched their event imagery and overall look and feel.

Launch Email

In the previous Launch emails, a lot of print and color were used in a way that clashed or looked gaudy. I aimed to streamline the look and feel of the new templates and provide structured text blocks to maintain consistency across launches for the marketing team. I created two versions: one for Retail and one for Wholesale, as I found the existing Wholesale emails to be overly cumbersome.

Retail

For Retail, I reworked the Blackberry Limeade product launch email to focus on a single hero product instead of multiple products from different categories. Their marketing strategy heavily relies on in-person experiences, so I encouraged customers to visit a taproom to access additional new products, which would generate buzz and drive sales. The existing email showcased other products, but due to low color contrast and limited text hierarchy, the impact of the launches was lost. This was another reason for simplifying the template. 

Wholesale

For Wholesale, I kept the template the same as the Retail version but changed the secondary text block to provide an access point to the distributor's wholesale portal, where buyers can access and download weekly stock info, as well as check out spec sheets, etc. I wanted to remove all that information from the body of the email because it's not visually appealing and diminishes the user experience.

Finally, I created multiple versions of the Launch emails in different color palettes to accommodate various product imagery.