JOULES
Personalised Weather Emails
ROLE
Senior Digital Designer & Creative Lead
@ Joules
TOOLS
Moveable Ink
Adobe Creative Suite
Oracle Responsys
OVERVIEW
As part of Joules' outdoor and lifestyle category strategy, I led the design of a weather-responsive email campaign that dynamically displayed relevant products for a heat wave, wet weather or snow, based on each customer’s local forecast. The goal was to increase the relevance and timeliness of seasonal communications while improving engagement during periods of unpredictable weather across the UK.
CHALLENGE
Traditional BAU email campaigns struggled to stay relevant across diverse regional weather patterns, resulting in inconsistent engagement. We needed a solution that adapted to customers’ real-time conditions and moved beyond static, one-size-fits-all product promotion.
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Collaborated with CRM Managers to frame the campaign objective: increase relevance and responsiveness to real-time weather conditions.
Proposed a dynamic approach that would tailor content to rain, drizzle or grey weather, surfacing the most compelling product stories for each condition.
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Worked closely with developers and the CRM team to create conditional logic using Moveable Ink’s weather API.
Content blocks automatically adjusted based on the forecast 2–3 days ahead, ensuring customers saw products before the weather changed.
Ensured creative remained on-brand regardless of weather condition served.
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Designed modular layouts that allowed for variation in imagery, copy and product placement without breaking structure.
Prioritised clarity, scannability and mobile responsiveness, ensuring content adapted gracefully to different conditions.
Included clear CTAs and supporting editorial blocks to maintain journey continuity.
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Developed bespoke visuals for each weather state, ensuring a cohesive storytelling experience.
Incorporated branded illustration and seasonal colour palettes to strengthen emotional connection and brand recall.
APPROACH & PROCESS
OUTCOME
Delivered a significantly more relevant customer experience through context-aware personalisation.
Achieved improved engagement compared to static BAU emails through weather-specific content.
Strengthened Joules’ position as a customer-centric brand that anticipates customer needs and environmental triggers.
Provided a repeatable framework for future real-time or behavioural personalisation initiatives.
WHY IT MATTERS
This project demonstrated how creative design, CRM strategy and dynamic technology can work together to deliver meaningful customer experiences. It also showcased my ability to conceptualise and deliver advanced personalisation within the constraints of email, and to collaborate cross-functionally across CRM, development and marketing.
