Britney De Leon

Working with reoccuring strategies to build on what was successful in the past. The primary focus to this story is to connect the customer to as many potential deals as possible while driving them to previously marked down creative with a discount.

I applied what we knew worked for previous events and brought in updated imagery, font treatments and colors. Working with ADA Compliance is also very important to keep in mind when trying to balance the hierarchy between deals here.

Showing two examples to clearly differentiate between a simpler strategy and how these changed over time.

The key to these emails was to maximize the designers time and energy while still telling a story that kept the integrity of the brand. There are instances where new prints or styles arrive and I was able to update and tweak the design in simple ways that didn't require a fresh creative for every email send.

Just learning Jockey’s brand guidelines and styles, as well as getting familiar with product and differentiations. Had fun putting together an email featuring lay down images, and detail content to illustrate the difference between impacts for the athletic lifestyle of the customer.

A series of emails designed to promote Allen Edmonds Factory Second Flash Sale to both full price customers & Outlet shoppers. Creating a sense of urgency while changing up the typography to keep the sends feeling fresh.

The use of a video beneath the hero, we leveraged the video and body copy below to explain the difference between a first quality product and a factory-second.

The challenge presented with this email was selling belts to customers who expect shoes from Allen Edmonds. My team and I thought up an idea of pulling out callouts that tell the customer which shoes match with this particular belt. So they might mix and match shoes they already own or shoes they plan to purchase.

I worked closely with Tulu Marketing to come up with a series that truly reflected Shady Ray’s motto. “Live Hard, We Got You”

Our goal was to create a few reusable emails with their best selling products. So that we would be able to communicate that these styles not only fit every head, but also fit EVERY life style. Whether you are soaking up the sun by the beach, taking on the waves, hiking mountains or just going to the grocery store Shady Ray’s are the glasses for you.

A full priced email geared at introducing a spring line of casual shoes. Using the secondary messaging spaces below the hero to push matching accessories and apparel products.

Series of Black Friday Email Blasts. Featuring a dramatic hero shots , that were photographed specifically for the sale. I was invite to the photo studio to help as a fellow designer art directed the shoot. The original direction I had chose was for the typography to be white, with the prices easy to read but the sale reading the largest. As the sale went on the direction needed to change to meet numbers. The final designs landed on bold pricing in red.

With limited inventory for the Factory-Second Sale, I was challenged with creating an interesting way of showing product while only showing colors and styles available to the customer. So that when they moved through the email to the site our team was confident they would find what product caught their eye.

My team and I saw an opportunity to test showing more info vs. less in an email send. I worked with the photographer and my creative directer to style this image of our spring casual styles. We came up with a simple headline for an aesthetically strong but simple hero. We sent half of our email list the simple version and the other half a version that pulled out the product one by one explaining more about each shoe. To our surprise the Email with more product and information out preformed the simpler version. A great example of getting to know your target audience.

Clearance is a tricky thing to promote at Allen Edmonds. Typically sending an email blast with an all text Hero image.. ( Our marketing department will only show product with enough inventory to not sell out. ) My struggle was to create impactful messaging using only yellow, white and black. Using technology through movable ink we were able to add a count down timer to the event to create a sense of urgency on our second send for clearance promotions.

This was a mystery offer concept for an email blast in August of 2014. My creative manager wanted to some how tie the idea of multiple cash possibilities while still playing off savings. We ultimately decided on another direction but I felt this was a simple but strong email.