Staples Business Advantage®

Value at scale: redesigning a high-volume B2B email program.

Responsible for:

Art Direction
EMAIL Design System
Brand Guidelines
Team Management

The making of an email design system.

I led an eight-month email design & strategy audit for Staples Business Advantage (SBA). Distilling 100+ pages of research, I presented to senior leadership across the Creative, Marketing & Development teams the current email best practices and design principles that functionally and creatively transformed SBA’s high-volume email program.

I strategically approached the overhaul in three phases: Inform, Inspire, and Implement. The result transformed how the billion-dollar office supplies brand delivers its CRM emails at scale while upholding the Staples brand and email design principles.

This responsive, simplified, and modular email design system has the flexibility to support transactional and value-based content emails.