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Indie Lee — Welcome Email Strategy & Redesign
Overview
A speculative email strategy and redesign project for Indie Lee, created to practice customer research, email strategy, copywriting, and email design for a beauty/skincare brand.
The Challenge
The original welcome email strongly emphasized the first-order discount and encouraged subscribers to shop.
I identified a potential customer barrier:
“What should I buy, and how do I know what's right for my skin?”
My Strategy
I redesigned the email around a more customer-focused journey:
Customer problem → Personalized guidance → Trust → Social proof → Offer
What I Changed
Added messaging around product-selection uncertainty.
Introduced personalized skincare consultation as a solution.
Strengthened the customer-focused messaging.
Added founder storytelling to build trust.
Added social proof around customer desires such as hydration and glow.
Kept the 30% first-order offer as a conversion incentive.
Reorganized the email to create a clearer path toward purchase.
Speculative concept created for portfolio purposes. Not affiliated with Indie Lee.
Starting from the new subscriber's question is a smart way to frame the welcome email.
Going to have to learn this! 2D,3D and now AI lol
Title: Electrolux PerfectCare 600 — AI Commercial Concept
An unofficial AI-generated commercial concept for Electrolux PerfectCare 600.
I created a premium visual story where water, soft blue fabric, and delicate flowers transform an everyday laundry moment into an ocean-inspired experience of freshness, movement, and gentle care.
The project combines AI image generation, art direction, product storytelling, and visual editing to create a short vertical campaign for social media.
Role: AI Creative Director · AI Video Creator
Tools: AI Image Generation · AI Video · Visual Storytelling · Editing
Format: Vertical social media commercial
PerfectCare 600 as an ocean-inspired laundry moment is a bold metaphor — water + fabric + flowers can easily feel stock, so keeping it premium/unofficial concept is the interesting constraint.