Check Point's email marketing had historically been a hodgepodge of different styles, formats, palettes, and text treatments. There was no visual consistency between the enterprise and consumer lines of the business, nor was there a way for people to generate their own emails quickly without having to deal with cumbersome wait times for graphic design as well as approvals from multiple management levels. In line with a company-wide rebranding effort, I led the email template rebranding and redesign project, working closely with Web Development, Product Marketing, Field Marketing, Programs Marketing, and Consumer Marketing to create not simply visual templates or a style guide, but an entire automated Omniture system using email marketing best practices that included pre-approved graphics, fonts, and palettes within a few different layout selections. Individuals could access the email templates via the company intranet to create their own visually-consistent email communications without the added time burden of approvals at multiple stages of the process. The new system had tremendous success in both establishing a consistent visual identity and in streamlining internal processes, while remaining flexible and fresh. I wrote a complete step-by-step User Guide for both the Web Development team for use in the consistent coding of each template option, as well as marketing team members to assist in the creation of emails via the new tool.
BEFORE: Below are examples of the former email templates within several different marketing categories demonstrating the lack of a cohesive visual identity and structure
AFTER: The new system had tremendous success in both establishing a consistent visual identity and in streamlining internal processes, while remaining flexible and fresh.