Self-initiated Project
Email Redesigns: Before vs. After
Transforming transactional layouts into high-converting, brand-aligned email experiences
A. TUMI welcome email
Overview
A strategic visual, copy, and layout overhaul of TUMI's initial welcome email flow, transforming a generic text template into an aspirational luxury brand introduction.
| Dimension | Original Version | Redesigned Portfolio Version |
|---|---|---|
| Hero Visual | None (Plain header + text block) | Immersive lifestyle travel shot |
| Primary CTA | Flat rectangular button (“SHOP NOW”) | Action-driven pill button (“Discover Premium Travel Gear”) |
| Brand Copy | Basic transactional notification | Story-driven, luxury-positioned brand narrative |
| Visual Hierarchy | Flat and text-heavy | High-contrast, balanced, and readable layout |
Disclaimer: This project is a self-initiated conceptual redesign created strictly for portfolio and educational purposes. Not officially affiliated with or endorsed by TUMI.
B. ella+elliot subscriber discount campaign
Overview
A strategic visual and UX redesign of an urgent, last-day subscriber discount campaign for Monte Design gliders and nursery furniture.
| Dimension | Original Version | Redesigned Portfolio Version |
|---|---|---|
| Hero Visual | Isolated floating product cut-outs | Warm, real-life lifestyle nursery scene. Created emotional connection. |
| Primary CTA | Low-contrast text link (“Shop Now”) | High-contrast, bold pill-style button |
| Secondary Offer | Hidden plain text link | Dedicated Quick-Ship callout block |
| Brand Vibe | Transactional & basic | Modern, luxury nursery aesthetic |
Disclaimer: This project is a self-initiated conceptual redesign created for portfolio and educational purposes. Not officially affiliated with or endorsed by ella+elliot.
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