Email Design System
As the lead designer, I delivered foundational system that significantly elevated consistency, clarity, and performance across Western Union's customer communications. This initiative became the go-to resource for marketing, design, and development teams worldwide.
case study
As part of the global brand modernization, I led the definition and documentation of the company’s email design architecture — merging UX clarity, brand coherence, and production efficiency.
Modular Structure
The guide outlines layout rules, a responsive spacing system, and guidance for stacking behavior, alignment, and visual rhythm across viewports.
Typographic System
We defined a flexible, accessible typographic hierarchy optimized for mobile and desktop, including font roles, color usage, line height, and interaction states for headings, body text, and secondary content.
Visual Elements & Brand Assets
The system includes clear usage rules for:
Iconography and illustration styles
CTA/button design (primary/secondary/utility)
Imagery and background logic
Flags and co-branded visual cues
Use Cases & Real Examples
Here are some real-world templates for:
Marketing emails: promos, launches, loyalty, rewards
Service emails: confirmation, onboarding, password reset
Global Enablement
Delivered as a Figma master system with downloadable assets and visual rules, the guide helped:
Empower internal teams to move faster
Enable vendor onboarding at scale
Reduce QA iterations and misalignment in dev handoff
Create a foundation for testing, personalization, and automation
role
Lead Designer
year
2024
timeframe
5 months
category
UI/UX
