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TED BAKER
Selected Works · Case Study · Vol. I
Heritage retail, rebuilt for the inbox era
Ted Baker — seasonal campaign hero
Volume I — Lifecycle & Campaigns

Heritage retail,
rebuilt for the inbox.

Lifecycle Email · Campaigns/2019 — 2021/London
The Brief

A multi-year programme inside Ted Baker — designing the lifecycle email system, seasonal campaign rollouts and the browser-merchandising surfaces that connect them. Translate the heritage editorial voice from print into every digital surface a customer touches between sale and basket.

The Index
  1. I.Foundations & Visual SystemPHASE 1
  2. II.The Story — Context, Challenge, OpportunityPHASE 2
  3. III.The Big IdeaPHASE 2
  4. IV.Applications & OutputPHASE 3
  5. V.The OutcomePHASE 4
I
Phase One · The Audit

Brand Foundations

ClientTed Baker
CategoryHeritage British fashion · retail
Engagement2019 — 2021
MandateKeep the wit, restore the craft, sell the season.
SurfacesEmail · web hero · in-app · wallpapers · browsers
AudienceInternational heritage-retail customer base
II
Phase Two · The Story

The Narrative

Background

Ted Baker had a strong editorial voice in store and in print. The digital surfaces — email, web hero, app banners — were inconsistent and felt like discount channels.

Challenge

Restore the brand's print-grade craft to the inbox without losing the merchandising rigour the business depended on every week.

Opportunity

Reset the lifecycle programme as a brand asset rather than a markdown channel — and use the season as the organising idea for every surface downstream.

Approach

Start from the seasonal campaign and work outward. Hero stills, key copy lines, palette — then rebuild every downstream surface inside that single visual logic.

The Big Idea

One campaign,
every surface.

The season — not the promotion — becomes the organising idea. The hero, the wallpaper, the welcome series and the abandoned basket all read from the same script.

Campaign Rollout — Hero, Wallpapers, Browsers
Ted Baker — seasonal hero
Hero — the season as protagonist.
Ted Baker — shoot props
Shoot props — the editorial tone, in the studio.
Wallpaper set
Wallpapers — desktop & app.
Browser banners
Browsers — merchandised by category.
Hero crop
Hero detail — palette & type carried into email.
What We Built

Lifecycle email templates · seasonal hero artwork · wallpaper set · browser merchandising · studio shoot art direction.

How It Held Together

Every downstream surface inherited the season's hero crop, type lockup and palette — so the welcome series, sale flow and abandoned basket all read as one campaign.

IV
Applications

Identity, Print & Digital

Lifecycle Email
  • Welcome series
  • Sale flow
  • Abandoned basket
  • Win-back & re-engage
  • Seasonal hero sends
Browser & On-Site
  • Wallpaper set
  • Browser merchandising
  • In-app banners
  • Category headers
  • Promotional surfaces
Studio Direction
  • Shoot prop direction
  • Hero still selection
  • Crop & retouch standards
  • Type & palette lockup
  • Cross-channel asset kit
VI
The Outcome

What Shipped

A · Delivered
  • Lifecycle email programme
  • Seasonal hero artwork
  • Wallpaper set
  • Browser merchandising
  • Studio shoot direction
B · Result
  • Lifecycle moved from discount channel back into brand asset
  • Cross-surface consistency restored
  • Print-grade voice translated to digital

A digital surface that finally reads as 'Ted Baker' instead of 'a retailer running promotions'.

End of Volume I.
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