One Mile Email Design – Personal Project
One Mile Email Design – Personal Project
One Mile Email Design – Personal Project
One Mile is an innately Australian fashion brand with a customer who buys in, not just buys. I've been one of those customers, so I wanted to use that perspective to imagine how I'd approach their email design from the inside.
The brief I set myself: a swim collection campaign for Aussie summer, designed as an extension of the One Mile brand world. Not another promotional email that ends up in the junk folder.
One Mile is an innately Australian fashion brand with a customer who buys in, not just buys. I've been one of those customers, so I wanted to use that perspective to imagine how I'd approach their email design from the inside.
The brief I set myself: a swim collection campaign for Aussie summer, designed as an extension of the One Mile brand world. Not another promotional email that ends up in the junk folder.
"My strategy was simple: storytelling first, selling second. "
"My strategy was simple: storytelling first, selling second."
"My strategy was simple: storytelling first, selling second."
My strategy was simple: storytelling first, selling second. A lot of marketing emails lead with the product and treat storytelling as an afterthought. That might work for some brands, but building a loyal and repeat customer base takes more than showing off what's for sale.
I wanted the receiver to feel understood. The One Mile girl spends her summer days at the beach or by the pool, which means there's probably a bikini hanging in the shower from the day before. That's where I started the design. It speaks to her immediately, and the polaroid animation holds her attention long enough to read on. By the time the products enter the screen, she already knows they were made for her.
This project points to where I want to take my career: brands with a clear point of difference, who understand their customer deeply, and who make decisions that reflect both.
My strategy was simple: storytelling first, selling second. A lot of marketing emails lead with the product and treat storytelling as an afterthought. That might work for some brands, but building a loyal and repeat customer base takes more than showing off what's for sale.
I wanted the receiver to feel understood. The One Mile girl spends her summer days at the beach or by the pool, which means there's probably a bikini hanging in the shower from the day before. That's where I started the design. It speaks to her immediately, and the polaroid animation holds her attention long enough to read on. By the time the products enter the screen, she already knows they were made for her.
This project points to where I want to take my career: brands with a clear point of difference, who understand their customer deeply, and who make decisions that reflect both.
