MBNA went through a brand refresh and wanted to redesign their email marketing template to reflect this new brand style and voice. MBNA has many different credit card products and promotional campaigns that they run, so the new template had to be designed to be adaptable to many different marketing needs.
ART DIRECTION / DESIGN / UX
I designed the new email template for MBNA to be easily adaptable to multiple types of campaigns, while making sure their new brand style is reflected in every iteration. The ask was that the template be responsive, and easy enough for their internal team to develop into many different campaigns and product versions.
MBNA's redesigned email template had to look and function beautifully on any screen size or device. My team spent a lot of time refining the template and testing it in different email clients to make sure the design was consistent.
The template was designed to be adaptable enough to work for many different kinds of campaigns: Welcome emails, promotional offers, and partnered sports & university communications. MBNA's refreshed brand is bold & simple, with a limited colour palette and a specific image style. I needed to make sure the new brand was reflected properly across all of these types of campaigns.
It's the little things – The MBNA brand is very simple – bold colours, and straightforward images & graphics. In order to guide the user to the important messaging and to click through on the offers, I used a chevron as a graphical element across all campaigns.