CAMPAIGN EMAIL + DECK REDESIGN
KLAVIYO CAMPAIGN EMAIL REDESIGN
Beautytap communicates content production opportunities to creators via email campaigns. These emails had a their own process and design set in place. Their function is to brief creators to available projects. It would contain information on the brand, the product, and the project via the email itself, a linked brief, and an application form.
Recently the company underwent a website face-lift so to speak. It changed the whole design of the site. Not to say the email that was in effect was designed to match the company's previous branding, but this was an opportunity to match the branding of the emails to Beautytaps new look.
EMAIL DESIGN DEVELOPMENT
The old brand guidelines I had were out of date so I began by finding the brand's new typefaces, colors, and shapes by investigating their HTML code. There I was able to find hexcodes for colors, typeface names and sizes, and dimensions of frames and button shapes.
Below is a comparison between the old email campaign they were sending out and the design I proposed.
There were two problems the new design solves for. One, as stated earlier, was the inconsistent branding. Second, we were having issues with creators not reading through the brief entirely. There was redundancy on the emails and linked materials leading to too much information. The intention of this updated design is to give the most pertinent information up front. Enough for the creators to assess fairly quickly if this is a campaign they'd can and would like to participate in. It was also recommended to edit down the copy further since the linked materials (brief and application) have plenty of information, but Beautytap decided to still maintain the info on the initial email/SMS message.
​
In order for you to see what the website branding looks like a screenshot has been provided below. This will be referenced as well in the following sections. Unless they have updated the site since this page was created you may visit their site as well.
ASSET DESIGN
There was some discrepancy between what colors and guidelines that were provided from the company to what was actually on the website. Since the purpose of this redesign was to maintain a cohesive look, the colors were selected to match the website.
ICONS
Icons were modeled in Illustrator after the website icons. Thin even lines and simplified illustrations. Keeping the frame around the icons was considered but ultimately made the design to busy and distracted from the goal to keep everything clean, clear and concise. These were exported as SVG files as well as png for Canva.
CANVA + FRAME DESIGN
The workflow that Beautytap has in place is involves Canva. A main campaign banner design would be assembled from templates they have set up and afterwards imported into Klayvio as a png. In order to keep their workflow intact, a new template was created for the new design in Canva. For ease of use there is a frame function in Canva where anyone can simply drag and drop an image and it would be cropped the same every time within a design. After research and attempts a custom frame was successfully created to match the frames seen on their website. This involved creating a new PDF in Illustrator (or Photoshop) that contained two images that were set to "clipping mask'. Then that PDF is uploaded to Canva. Within Canva you can't simply plug in that pdf though--one needs to create a new composition with that PDF within canva, delete the image that is being masked (not the mask image), and use that Canva composition specifically. It isn't much to look at, but below are examples of the PDF and the Canva project.
RECAP DECK REDESIGN
The VP of operations expressed wanting to "wow" our clients via Beautytap's presentation decks. The following is a case study of the design that was developed and proposed.
COMPARISON + APPROACH
Companies have a brand. A certain look and aesthetic. It is, for all intents and purposes, a language. A way of communicating. In order to show a company the appreciation of their partnership each recap deck should speak in their language.
The recap deck Beautytap has implemented so far has been a plug-in-and-go kind of template. Although there are some benefits to this it may not capture a certain elevated type of attention. In consideration to bandwidth and time tables there must be a templated element but one where a few items may be customizable.​
CANVA + FRAME DESIGN
Throughout the presentation colors and typography follow the brand's (Vacation Inc in this example) lead.
Slides 1 and 2 will maintain a completely branded look to the company Beautytap is partnering with. In this example the colors and gradients have been emulated from their product's marketing materials and website. Vacation has a great stylized look which is reminiscent of the media technology of the late 80s and early 90s. On their site they use the retro marquee web design. The first slide's title is a marquee that scrolls across the yellow banner.
Once the data becomes more granular by slide 3 the presentation can retain the rinse-and-repeat approach. There are quick animations between each slide in order to have an element of interest and motion. Each page lends 1 element (at least) to the following page. This also helps tie in the design thematically. 1p - 3p falling cherries and the featured product, 3 - 4 continues the blue squares, 5 - 7 maintains the pie chart circle, 7 - 8 is dovetailed by the reprising "falling cherries"' from 1 and 3 but this time they are comment bubbles, and finally Beautytap's logomark caps off the final two slides.
In respect to the brand's busy schedule the Powerpoint does not split the data it provides in case they would simply like a static PDF version ready to be read at their leisure. Animations and transition have also been paced so quickly enough to avoid any lag.​
FINAL POWERPOINT PRESENTATION
In case there are some issues viewing the presentation a Youtube link has be included.
POWERPOINT LINK
Please follow this link