Building a modular email design system for Brooks Running Shoes to streamline workflows, strengthen brand consistency, and support rebrand initiatives.
Role: Design Lead
As Brooks entered a rebrand in 2023, the existing email template system was falling short. It was overly complex, inconsistent, and difficult to use—slowing down designers and diluting brand clarity.
My approach:
Audited the old system and identified areas for consolidation
Conducted user testing with internal stakeholders to validate usability
Created a one-page quick-start guide to improve adoption
Maintained the system post-launch and updated based on team feedback
Key improvements:
Built a simplified system with 3 core elements: image, text, and CTA blocks
Created flexible, reusable components optimized for real-world use cases
Developed onboarding documentation and trained team members
Results
Streamlined workflows for both designers and email builders
Improved consistency across all customer-facing emails
Faster production time and easier training for new hires
CRM revenue exceeded goals post-launch:
Q3 2023: 92% of goal → Q3 2024: 105% of goal
How-to documentation
New template
