Redesigning User Experience
Mail Design System
A modular system for cohesive, brand-aligned email communication—built for speed, flexibility, and consistency.
About the Project
At Blue Light Card, email is a core communication channel—used to deliver offers, updates, and essential information to our member base. However, with no standardized system in place, each email was being designed from scratch. This led to inconsistent visuals, slow production times, and a growing disconnect from our brand identity.
The goal of this project was to build a modular design system tailored specifically for emails. We needed something flexible enough for various campaign needs, yet strict enough to ensure brand consistency. By creating reusable, easy-to-customize components, we empowered both designers and marketers to build professional, brand-aligned emails—fast.
The result? A scalable system that cut design time, increased cohesion, and gave every email a polished, unified look—no matter who created it.
Uncovering inefficiencies and defining core needs.
A quick audit of previous campaigns revealed:
- Visual inconsistency across emails
- Time-consuming production processes
- No shared source of reusable email components
Stakeholders across CRM and design teams aligned around the need for a unified system.
Designing modules for speed and clarity.
We designed a library of modular components—banners, product highlights, offer blocks, CTA sections, footers—that could be mixed and matched. Each component followed brand guidelines and was optimized for mobile responsiveness.
From Figma to functional templates.
We translated the design into a flexible system that worked across tools. Each module was customizable in content, while locked in terms of style—ensuring consistent use of typography, colors, spacing, and tone of voice.
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Making it easy for everyone to build on-brand
The final system was shared across teams, with clear documentation and examples. Now, anyone can build a high-quality, branded email in minutes—without needing a designer on hand.
Creating structure, speed, and consistency across email communications.
We set out to develop a flexible, user-friendly design system that would allow teams to build emails confidently—without reinventing the wheel every time.
Designing for Clarity & Reuse
Reusable Modular System
Pre-built blocks that can be quickly combined to fit campaign needs while staying on-brand.
Built for Non-Designers
Templates made simple enough for CRM and marketing teams to use confidently.
Key Metrics
Measurable impact, streamlined output.
Reduction in email creation time
visual consistency across email campaigns
Key Takeaways
User Insights
Systemized design saved time while reinforcing brand identity
Design Process
Empowered cross-functional teams to create without dependency on design resources
A Smarter Way to Build Brand-Aligned Emails
By building a modular email system, we created a foundation that scales with the team—enabling better, faster communication that stays true to the Blue Light Card brand.
Reduced repetitive design work across departments
Increased quality and consistency across campaigns
Empowered all teams to build confident, professional communications