JOULES
Email Module System
ROLE
Senior Digital Designer & Creative Lead
@ Joules
TOOLS
Adobe Creative Suite
Adobe CC Libaries
Oracle Responsys
OVERVIEW
I led the creation of a modular email template system designed to streamline CRM production, increase consistency, and enhance creative flexibility across Joules' email programme. The system centred on a suite of reusable design modules, including hero blocks, two-column product layouts, editorial text blocks and CTA components, that were built to support a wide range of BAU and campaign requirements.
CHALLENGE
The volume of CRM communications continued to grow, but each email was being designed individually, resulting in inconsistent quality, long turnaround times and repetitive workloads across the design team. We needed a way to speed up production without losing creativity or brand expression.
-
Reviewed historic CRM emails to identify common patterns, inefficiencies and design inconsistencies.
Partnered with CRM Managers and Product Marketing to understand recurring campaign structures.
Identified core content needs (e.g. product features, collections, editorial storytelling, promotions).
-
Created a flexible grid and spacing system that allowed modules to be rearranged while maintaining hierarchy and readability.
Prioritised mobile-responsive design, ensuring modules stacked cleanly and legibly across devices.
Defined consistent rules around typography, buttons, image ratios and padding.
-
Designed all modules in Adobe Photoshop, ensuring pixel-perfect accuracy and platform readiness.
Uploaded each module into Adobe Creative Cloud Libraries, creating a shared, centralised system accessible to all designers.
Categorised modules by purpose (hero, 2-column, CTA, text) to make selection and placement easy during build.
Ensured all assets were export-ready for Oracle Responsys, improving reliability and reducing build time.
-
Worked with CRM and developers to ensure modules translated smoothly into email builds within Oracle Responsys.
Delivered clear guidelines, usage rules and build specs for creative and CRM teams.
Trained designers in how to use the CC Library system, dramatically improving consistency and adoption.
Provided ongoing refinement as new needs arose throughout the season.
APPROACH & PROCESS
OUTCOME
Reduced design and build time significantly, enabling faster turnaround for BAU and campaign emails.
Improved brand consistency, with clearer hierarchy, spacing and style across all CRM communications.
Enhanced creative agility, allowing designers to create bespoke emails from modular blocks without starting from scratch.
Established a reusable template ecosystem that supported both junior and senior designers, ensuring long-term scalability.
WHY THIS PROJECT MATTERS
This project showcases my ability to merge UX structure, creative direction and tool-based efficiency into a cohesive CRM design system. By building the modules in Photoshop and distributing them via Creative Cloud Libraries, I created a seamless workflow that elevated quality, reduced workload and ensured flexibility.
VISUAL 1
The modular email blocks arranged to show how they stack and combine.
VISUAL 2
The final completed email, showing how the modules translate into a full, content-rich design.
