Virgin Trains - email redesigns and guidelines

For: Virgin Trains CRM

Brief: A self initiated project to refresh the look and feel of Virgin Trains solus emails. This evolved into a larger project to create a style guide with our CRM agency TMW for use when designing all Virgin Rail Group emails.

Responsibilities: I was the creative lead on the solus redesigns, responsible for delivering final designed and coded mobile first html emails. I was also responsible for finalising the email guide, ensuring that it fitted within the overall brand guidelines and presenting the guide to stakeholders.

Outcomes: By introducing subtle animations and a dominant red colour scheme to solus email hero images, along with using new template modules, the email style is now on brand and visually consistent.

The guidelines clearly outline the core design elements and styles for Virgin Trains emails. The document accompanies an email template built by TMW containing all variations of email modules.