JOULES
Email Templates
ROLE
Senior Digital Designer & Creative Lead
@ Joules
TOOLS
Adobe Creative Suite
Oracle Responsys
OVERVIEW
To bring consistency, speed, and stronger storytelling to Joules’ CRM programme, I created a suite of themed email templates designed around key marketing narratives and trading needs. Each template style supported a different type of communication, from trend-led product collections to in-depth product storytelling, giving the CRM team a flexible but cohesive set of ready-to-use email foundations.
CHALLENGE
Joules produced a high volume of CRM emails each week, but the visual approach varied widely depending on who designed them. There was no consistent structure for different types of messages, leading to inefficiencies and inconsistent customer experience.
Marketing teams needed recognisable templates that aligned to their content goals. For example showcasing product depth, highlighting features, telling a story, or delivering quick promotions. All the while reducing the time designers spent reinventing layouts.
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Partnered with CRM and Marketing teams to define the five recurring content types that drove most email activity:
Collection — A product-led edit with a consistent colour palette and seasonal trend theme
Gifting — Thoughtfully curated product selections designed for gifting occasions
Features & Benefits — A deep dive into a single product, highlighting its qualities, craftsmanship and functional benefits
Outfitting — A curated combination of products styled together as a capsule look
Postcard — A simple format with one strong hero image and a single CTA for quick announcements
These themes became the foundation for the new template suite.
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Each themed template was intentionally crafted with:
A unique layout structure optimised for its purpose
A tailored visual hierarchy (e.g., Collection prioritised breadth; Features & Benefits prioritised depth)
A strong brand palette and typography, applied consistently
Flexible image frames and storytelling areas
Clear, conversion-led CTAs
Worked in Photoshop to ensure pixel-perfect precision and responsive-ready builds when handed to CRM developers.
APPROACH & PROCESS
OUTCOME
Consistent brand experience across all CRM activity
Faster production. Designers no longer needed to create layouts from scratch
Clear communication style for every type of campaign
Easier collaboration between CRM, Marketing, Developers and Design
Templates became a reference point for storytelling, trading priorities, and seasonality
WHY IT MATTERS
This project demonstrates my ability to build strategic email design systems that support commercial storytelling, improve operational efficiency and elevate brand consistency across a full CRM programme. It also highlights my skills in design leadership, collaboration with multiple teams, and creating scalable digital processes.
COLLECTION TEMPLATE
A trend-led layout showcasing a cohesive product palette. Perfect for seasonal edits and new arrivals.
GIFTING TEMPLATE
Soft, curated layout designed for occasions, highlighting thoughtful product picks.
FEATURES & BENEFITS TEMPLATE
A detailed breakdown of a hero product, spotlighting craftsmanship, quality, materials and utility.
OUTFITTING TEMPLATE
A styling-led layout that presents multiple items working together as a capsule look.
POSTCARD TEMPLATE
A simple, high-impact layout with one strong hero visual and a single call-to-action — ideal for quick announcements or brand messages.
