Kiehl's Email Design
I started working for Kiehl’s in October of 2019. During that time the Kiehl’s branding was slowly updating, and there was not yet finalized style guide for email design, so I was given conceptual design freedom. I worked alongside the Vice-President of Marketing to help modernize our email approach to revitalize our brand for consumers and target new clientele. My first goal was to cement a cohesive banner design template that could be used for all emails and reference site-wide promotions. I then helped redesign our email header and footer to remove excessive links and information. I have also been working to update our email typography as well as how we layout our products and imagery for a cleaner, more editorial feel. Conceptually, we have tried to focus less on promotional banners and more on product benefits, textures as well as the brand’s philanthropic endeavors. We wanted each email to be an experience, to not only sell each product’s benefits but to try to tell the story of the brand. We also strived to pair each ingredient with a science element, to honor the brand’s apothecary roots.
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