Designed a welcome email concept for Zabi Hair, built with no brief and no pre-selected assets — just the brand, their live welcome email, and a blank page. The goal was to show what a welcome flow could look like if it earned the sale instead of just asking for it.

Zabi Hair's existing welcome send followed a Discount → Discount → Buy structure, with a flat hierarchy and no real narrative. That wasn't the problem to fix — it was the starting point for a different question: what would this email look like if it led with trust instead of a price cut?

Typical discount-led welcome emails tend to:

Lead with the offer before the reader has any reason to care about the brand

Repeat the same message across multiple sections instead of building toward something

Treat the founder or brand story as an afterthought, if it appears at all

For Zabi, the challenge was to design an email that:

Moved past a discount-led structure without simply removing the discount

Built a sequence that earns the sale rather than asking for it outright

Introduced the founder in a way that felt natural, not like a non-sequitur

Caught and fixed repetition a first pass would likely miss

The existing send followed Discount → Discount → Buy. I replaced it with a deliberate arc:

Purpose: Earn the subscriber's trust before asking for the sale, instead of leading with the offer.

The hero headline, subhead, and CTA sit in their own whitespace above the product photography, never overlaid on it, so there's no contrast battle. The founder photo and a real quote follow right after the hero, with a bridging line so the shift from offer to founder story lands naturally. On self-review, I caught a bestseller product repeating across two consecutive sections and cut it, since no two sections should feel visually identical.

9-section, mobile-first, Outlook-safe, production-ready build

Hero typography kept clear of product photography

Founder section placed deliberately, not as an afterthought

No repeated product treatments across sections

Curiosity opens the email instead of a discount

Founder story builds trust before the ask

Attention, trust sequencing, and scroll momentum are designed, not assumed

The CTA path moves from Curiosity → Trust → Purchase

A complete welcome email concept that replaces a discount-led opening with a trust-building sequence, showing what the brand's first impression could look like with a deliberate structure behind it.

Role: Email Designer Project Type: Welcome email concept Tools: Figma