The goal of this project was to expand and improve the Wells Fargo marketing email portfolio with fresh, on-brand design, taking into account current email best practices. Previous email templates were limited and rigid.

With a component structure, we design individual pieces according to a universal grid, to be put together like building blocks to form email layouts. This allows much more flexibility in design, while adhering to a consistent structure and visual style.

We use a “mobile first” methodology, meaning all components and other elements are designed to be optimal for mobile, before wider screen rendition is considered. We tightly control visual style elements such as color, typography, design patterns, and brand elements, to create consistency within a flexible design system.

The component email design system tested very well in usability with customers in terms of brand representation, and effective communication, and it has become the standard for marketing email at Wells Fargo.