Dynamic email

Art Direction, Design and Production

CHALLENGE I joined this project 2 weeks behind schedule. United Airlines needed an email template design for a campaign that would eventually be populated via CMS. There were extensive partner offerings, multiple award levels and limited image assets available from the current brand library. Also, the Mileage Plus site redesign was in progress by a different agency, there were multiple stakeholders at the client level. The email trafficking and build of the CMS was being done by a third party vendor. A tight wireframe was needed for a truly efficient "plug-n-play" format that would solve the flexible needs of the marketing stakeholders. 

MY INVOLVEMENT I very quickly had to gather all of the assets available for the brand and for the Mileage Plus program partners and organize them. I also coordinated with the other agency to gather the UI kit, style guide and assets for the new design. There was no time for wireframes so I proceeded directly to high-fidelity comps that established the content hierarchy and format strategy for this complex deliverable.

RESULT The marketing goals were met early after launch with successful vendor partnering. The campaign produced a dramatic lift in redemption of offers at all award levels and increased user awareness of the partner program breadth and value proposition. My organizational and team skills successfully transitioned this project to a junior level resource for continued maintenance.

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