C R E A T I V E C H A L L E N G E
Communication is Key
As the need for clearer, more cohesive email design grew, we required a smarter, more consistent approach. I led a complete redesign of our email layouts, covering both transactional messages and marketing campaigns. The old templates felt cluttered and disconnected—there was no unified structure, which made content hard to digest and maintain. The new system introduced a cleaner visual hierarchy, better flow, and reusable components, making it faster to build emails and easier for readers to engage with the content.
What I Achieved:
C R E A T I V E S O L U T I O N
Creating Clarity for Customers
I set out to redesign our email system with a clear goal: create a layout that felt purposeful, polished, and easy to work with. I focused on simplifying the layout and creating a clear content hierarchy to reduce clutter and guide users through key actions, like submitting meter reads—helping to minimise drop-offs. We leaned into our colour palette more strategically, letting our core brand purple take centre stage while carefully balancing secondary colours to support clarity and accessibility.
To bring consistency across all communications, I introduced standard placements for key UI elements like Account and Help links, giving users familiar navigation they could rely on. I also developed a clean, flat vector and icon style—adding visual cues and building a library of stylised assets we could use across the email ecosystem. The result was a system that felt distinctly on-brand, easier to use, and far more efficient to manage.
B U I L D S O L U T I O N
Building a Design System
As part of the redesign, I built out a responsive email design suite from the ground up in Adobe XD.
It was fully responsive, having layouts for mobile, tablet, and desktop, and included fonts, icons, and colour styles. From there, I created modular components for common sections, allowing the team to build out emails using a simple drag-and-drop system that only needed copy updates.
It was fully responsive, having layouts for mobile, tablet, and desktop, and included fonts, icons, and colour styles. From there, I created modular components for common sections, allowing the team to build out emails using a simple drag-and-drop system that only needed copy updates.
Everything lived in one place, thanks to Adobe XD components. That meant assets were all connected, easy to update, and accessible to the whole team. It saved hours of time and made managing the constant flow of new emails briefs way more efficient and stress-free.
I C O N S U I T E
Impactful Icons
Another key piece of the puzzle was building a consistent icon library, something we were seriously lacking.
Our existing icons were all over the place, which not only made the designs feel disjointed but also confused the meaning behind the icons themselves.
Our existing icons were all over the place, which not only made the designs feel disjointed but also confused the meaning behind the icons themselves.
To fix this, I explored different styles and quickly realised that a one-size-fits-all approach wouldn’t cut it. Instead, we developed a flexible set of three distinct icon styles: Fun, Filled, and Sharp. Each had a clear purpose, Fun for social and marketing emails, Filled for in-product UI and guides, and Sharp for more direct actions like “Submit a meter read.” This system gave us both consistency and flexibility, helping icons feel purposeful, on-brand, and instantly recognisable no matter where they appeared.
