Email Design System & Campaign

The Brief

Vital Proteins sought to refresh its CRM strategy with a flexible new email design system capable of serving various global markets, including those requiring right-to-left language support. The visual language of the rebrand was designed to be clean and bold, ensuring the aesthetic remained unmistakably Vital Proteins even when shifting to campaign-specific colour palettes. In addition to developing the EDS, I defined the design direction for the launch of a new product: Active Complex Collagen. The campaign needed to visually communicate that the product seamlessly integrates into an active lifestyle, reflecting this energy throughout the design.

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

The Result

I evolved the existing design system by converting legacy modules into reusable components optimised for different screen sizes and UI best practices. I led the creative for the launch campaign, drawing inspiration from the art direction in progress and incorporating unique design nuances, such as dashed lines to ensure the series felt distinct from standard BAU communications. Leveraging the flexibility of the new EDS, the campaign series delivers a bold, editorial look and feel. By combining high-impact campaign assets with bespoke design elements like dashed lines, the creative encapsulates the 'active' messaging that served as a core pillar of the launch.