Design-system thinking brought to CRM at a global luxury house
Creative and technical lead for CRM email, then the operating model and design system behind the brand's whole digital estate.
- Client
- Burberry
- Sector
- Luxury retail
- Years
- 2015 to now
- Design system
- Campaign
- Transactional
01challenge
A global brand, built one campaign at a time
A global brand sending across markets and languages, with campaigns built one at a time and no shared structure between the design team and the ESP.
02solution
Locked brand regions, editable content
Established a modular email design system: a library of blocks with locked brand regions and editable content, built so production could be automated and content teams could own their own sends. The same thinking later became the brand's global digital design system.
03results
Assembly instead of bespoke builds
2brand identities carried by one template system
- Campaign production moved from bespoke builds to assembly from approved blocks
- Templates carried the brand through two visual identities without a rebuild
- Transactional and post-purchase communications rebuilt as one journey
Explore more
All work
Art marketplace · 2020Editorial, auction and follow emails as one template family
6email formats rebuilt from one component set
View case study
Fashion retail · 2019–2021Campaign emails with a voice, built fast
Weeklycampaigns shipped from one small block kit
View case study
Skincare, direct to consumer · 2019–2020A campaign programme for a direct-to-consumer launch
1 kitfrom launch to Black Friday, gifting and referral
View case study
Want email like Burberry’s?
A thirty-minute call, with two or three of your live emails on screen. No slides, no charge.