Email is one of the most powerful tools for conversion, retention, and storytelling — especially for direct-to-consumer brands. This project highlights my work across OneSkin, Better Rituals, and C3, where I helped shape consistent, high-performing email ecosystems tailored to each brand’s identity and business goals.

From transactional flows to brand storytelling campaigns, my approach combines conversion-focused UX, cohesive branding, and scalable design systems.

Every brand has different audiences and goals, but they all share the same challenge:

It’s not just about sending beautiful emails. It’s about building a system that converts:

Easy-to-update templates

Reusable components

Strong narrative flows (welcome, retention, reactivation)

Flexible design to accommodate promotions and storytelling

And most importantly — making every email feel “on brand”, visually and verbally.

Create end-to-end email systems, from onboarding flows to retention campaigns

Balance sales-driven messaging with brand-building storytelling

Use component-driven design to improve speed and consistency

Prioritize clarity, hierarchy, and engagement in every layout

Design for scalability, ensuring teams can easily create future campaigns

Clean, science-forward email templates

Lifecycle flows: welcome, post-purchase, product education

Transactional flows aligned with their Shopify ecosystem

Full email ecosystem: welcome, transactional, product highlights, content features

Modular template variations to avoid visual fatigue

Component-based system built in Figma

Product-driven storytelling with clean, engaging visuals

Simple, direct purchase flows to boost collection drops and special sales

Across different industries, I delivered:

Consistent brand presence through every email interaction

Higher efficiency through reusable templates and components

Improved conversion flows (cart abandonment, promotions, onboarding)

Story-driven campaigns that connect, not just sell

The result? A scalable email infrastructure that empowers brands to build loyalty, engagement, and revenue — on autopilot.