Start with a reason to care.
Recipes, product benefits, and lifestyle content gave different consumer interests a place within one brand voice.
Selected work / Silk
One brand.
Many reasons
to connect.
Email art direction and targeted content that connected Silk's brand to the different interests of its consumers.
Explore the email creative
- My role
- Art direction
Email design - Agency
- Response Media
- The channel
- Email & CRM
- The focus
- Audience relevance
Seasonal & dynamic content
The opportunity
Different interests.
A familiar brand.
Silk wanted to refresh its email campaigns for an audience with different reasons to choose the brand, from cooking inspiration to health-conscious and dairy-sensitive lifestyles.
Our approach connected consumer interests to targeted, dynamic content. The creative needed to feel recognizably Silk while giving each reader something relevant to explore.
My role was art direction and email design within the Response Media team. We explored clean static layouts, animation, and interactive ideas to bring the content to life.
Selected email campaigns
A reason to open.
Something to explore.
Seasonal stories and useful product content gave the brand different ways to connect in the inbox.
December 2018
Holiday cooking.
Seasonal recipes connect the product to familiar holiday cooking occasions.
March 2019
A product with a place in the day.
Product information sits alongside breakfast and active lifestyle ideas.
April 2019
An invitation to brunch.
An animated layout brings energy to a recipe story and invites a closer look.
July 2019
Something new to make.
Recipe inspiration and product benefits give the reader several ways to engage.
Scroll within each email to explore the full design, or enlarge it for a closer look. The April example also includes the original animation.
The thinking behind the creative
Relevance shapes
the design.
Let the content set the pace.
The work ranged from clean product layouts to richer recipe stories and animation, with visual hierarchy guiding the reader through each message.
Keep the relationship in view.
Each campaign offered a useful reason to spend time with Silk, connecting individual messages to the brand's ongoing email program.
Reported outcome
Creative connected
to engagement.
The original case study reported stronger open and click-through rates alongside continued engagement with Silk's consumers.
Qualitative results reported in my original portfolio.
Agency: Response MediaArt direction & email design: Heather HarshmanBrand & campaign assets: Silk