Email Design System & Onboarding Journey Campaign

The Brief

The vitamins and supplements brand, Solgar, was undergoing a rebrand and required a new email design system alongside a structured onboarding journey. Existing email designs were outdated and required elevating to reflect the brand's premium reputation. The goal was to create a journey that communicated the brand’s heritage while providing informative, accessible content regarding its range of vitamins. I led the development of the design system and onboarding journey, collaborating with another designer during the conceptual phase. To ensure brand consistency, I developed modular components that mirrored the website’s aesthetic, aligning the entire digital ecosystem. Distinct modules and iconography were utilised to ensure key messaging remained digestible and engaging.

The Figma library design system with scaleable UI with reusable components and elements

The Result

The resulting email design system is modern, clean, and highly adaptable for both BAU communications and campaign activity. These modular components perform seamlessly in both light and dark modes. The onboarding journey was delivered through a series of editorial-led emails that showcased the flexibility of the EDS while ensuring Solgar’s premium, science-informed messaging remained clear. A strong hierarchy and considered calls to action guide the user experience, maintaining consistency with Solgar’s positioning across its wider digital channels.

Onboarding emails