Email Design
In 2022, Moen recognized the digital landscape was changing before their eyes. With their DTC business making up a large portion of their sales, parent company Fortune Brands Innovations (FBIN) decided to bring me in-house to lead email design. Three years later, Moen is armed with a fully functional email design system in Figma and my approach has been scaled across many of FBIN’s 20+ brands, resulting in hundreds of emails sent to our audience of several million over the past few years.
MY ROLE
Designer, Art Director
AREAS OF FOCUS
Digital Design
RECOGNITION
In-House Agency Forum Awards - Gold (2024 and 2023), Silver (2023) and Honorable Mention (2024)
CHALLENGE
When I arrived at Moen/FBIN, they were contracting an external agency to design their weekly email communications. These emails lacked inspiration and felt like cookie-cutter promotional templates. I was tasked by business leaders to drive brand awareness and “lead with style” while promoting exclusive owner offers. Over time, we scaled up our send to 2-4 times per week and further segmented audiences with personalized messaging, creating a need for a scalable yet beautiful solution.
SOLUTION
On day one, I started laying out all-image emails that instantly caught the eyes of our leadership and showed boosts in sales. We tested these emails over time and made efforts to ensure accessibility. Eventually, we fully moved forward with this approach. Over time, I built up a library of reusable templates that helped us turn around emails quickly for our email marketing team while keeping our audiences interested. In 2024, our team made the jump to Figma from XD which allowed us to speed up our delivery exponentially while ensuring even better brand consistency than before.
