Lifecycle and campaign email design for Sweaty Betty — translating the in-store brand voice into a high-cadence email programme that holds together across desktop, mobile and in-app.
- I.Foundations & Visual SystemPHASE 1
- II.The Story — Context, Challenge, OpportunityPHASE 2
- III.The Big IdeaPHASE 2
- IV.Applications & OutputPHASE 3
- V.The OutcomePHASE 4
Brand Foundations
The Narrative
Sweaty Betty's customer reads email on the move — a high-cadence programme that has to look right on every device the same morning.
Hold the brand voice across a busy retail calendar without the programme collapsing into discount sameness.
Build a flexible template system that lets the team move at retail pace without losing brand fidelity.
Design templates around the cross-device reality of the inbox — and around the seasonal campaign moments that anchor the year.
Brand fidelity
at retail pace.
A template system flexible enough for a high-cadence programme, strict enough to keep the brand voice intact every send.
Templates designed for the inbox first — fast to scan, easy to merchandise, intact at small size.
Cross-device behaviour and seasonal campaign moments built into the same template logic so the team can ship without rebuilding.
Identity, Print & Digital
- Welcome & onboarding
- Birthday & loyalty
- Win-back
- Abandoned basket
- Seasonal sends
- Hero artwork
- Cross-device crops
- Animated assets
- Category headers
- Template library
- Type & palette lockup
- Image grid
- Cross-device QA
What Shipped
- Lifecycle email templates
- Cross-device design system
- Campaign moments artwork
- Brand fidelity held through high-cadence sends
- Faster turnaround on seasonal moments
A high-cadence lifecycle programme that ships at retail pace without losing the brand voice in the inbox.