Building a Scalable Email Framework

Food52 brought me on during a transition between designers, to keep their email campaigns on track. Upon reviewing their existing process, I recognized a significant opportunity for optimization. Instead of patching up their current system, I took the initiative to develop a new template library and creative asset toolkit. Using Figma's auto layout feature, I was able to streamline their email production process, drastically improving both efficiency and consistency across their email designs.

Role: Lead Visual Designer

To kick off the redesign, I created a comprehensive style guide and a library of pre-laid out templates. These templates allowed the team to easily drag and drop photography and content, ensuring that they could meet their high-volume email cadence while maintaining design quality. This scalable framework empowered the team to quickly generate polished and consistent email campaigns without sacrificing creativity.

By leveraging Food52’s existing brand elements, I introduced updated fonts and refined graphic styles to enhance the overall look and feel of their emails. I focused on thoughtful layouts, strategic typography, and effective use of color to make the brand’s products and photography shine. This attention to detail helped elevate the email designs while staying true to the brand’s core identity.

The new email system was implemented immediately, creating a more cohesive and collaborative workflow for the team. This not only improved the visual consistency of the emails but also made the entire process more efficient, benefiting the business as a whole.