ATHLETA
As a contract email designer at a design agency, I collaborated with the Design Director to enhance Athleta’s existing email component system for the post-purchase and next-purchase lifecycle. Working within established brand guidelines, voice, and photography, I created a scalable set of lifecycle email templates utilizing product detail page (PDP)-driven product and model photography.
ROLE: CONTRACT EMAIL DESIGNER
RESPONSIBILITIES: LIFECYCLE EMAIL DESIGN SYSTEM
TOOLS: FIGMA
AGENCY: ENJOY THE WEATHER X ATHLETA
YEAR: 2025
Athleta’s email experience lacked a unified lifecycle framework, resulting in an inconsistent hierarchy and missed opportunities to deepen post-purchase engagement, particularly across devices. The goal was to modernize the experience and align email storytelling with the broader brand refresh while supporting scalable modular flows.
THE CHALLENGE
Visual tone used to inform email layouts and PDP-driven product storytelling.
I extended Athleta’s existing component system into a flexible lifecycle framework, adapting core modules to support post-purchase and next-purchase flows while preserving brand voice, hierarchy, and visual consistency.
The component system comes to life across the lifecycle, pairing PDP-driven product imagery with modular layouts to create clear, cohesive, and highly shoppable post-purchase experiences.
To support campaigns without breaking the lifecycle rhythm, I created a modular banner system that adapts across email types. The framework offers flexible color, copy, and hierarchy variations, giving the team a scalable way to introduce promotions while maintaining brand clarity and structural integrity.
Key layouts were tested across mobile and desktop to ensure hierarchy, readability, and CTA placement held up at every breakpoint, prioritizing clarity in the moments that matter most.
Working within Athleta’s established ecosystem reinforced the value of systems thinking in fast-moving marketing environments. The result was a lifecycle framework that balanced tactical flexibility with long-term brand consistency, empowering teams to move quickly without sacrificing craft.
OUTCOME