Email Template Rebrand / Redesign: Check Point

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. ​​​​​​​

Basic new template, flexibly editable in Omniture using customizable header banners, font sizes, and palettes

Alternate template layout option when a "full-page" graphic effect is desired. The area above the "fold" is editable html, so text will remain visible if images aren't downloaded by the receiver. It is seamlessly integrated with the graphic portion at the bottom to give the illusion of being one continuous image.

One of a series of five "To the Point" e-newsletter templates used by the field marketing team with customized banners and palettes.

The entire series of "To the Point" e-newsletter templates as described in the Email Template User Guide, showing pre-defined banner, palette, and button graphic options.

The various banner choices and coordinating button colors available in the Omniture template tool, as shown in the Email Template User Guide. These are flexible and can easily be swapped out for new choices as Check Point's visual identity becomes more defined.

The palette color guide to assist Web Development in the coding of the html templates, as well as the designers creating new graphic content for new emails.

The pixel measurement guides to assist Web Development in the coding of html palettes, as well as the designers creating new graphic content for new emails.