Wakegraphic: Graphic Design by Jake Wakefield
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Email Design Overhaul

Roles: Design Research and Reporting, Template Creation, Email Design

Seagate had a problem. Their email campaigns lacked cohesion, a unifying style and proper branding. They were burning time coding custom emails for each communication they had to send. Wakegraphic was called in to help alongside Iron-Point to solve the problem. During this project we helped create and coordinate:

  • A design audit of 100+ Seagate emails
  • An analysis of competitor trends and internal Seagate branding rules that would need to be applied to the new email guidelines
  • A template system that would keep their emails cohesive but allow for the same level of creative options that they currently had. This would include a series of Photoshop templates for future design use.
  • An educational booklet describing the new template system.

This solution cut their marketing team's turn times for email creation in half.

Mobile First Design

For this project Wakegraphic assisted in an audit of over fifty archived marketing emails. The emails analyized included communications for three internal segments and included announcements, software updates, promotional offers and sales. After interviews with stakeholders at Seagate, we assisted in separating the communications into bucketed types.

A major KPI in this project was the creation of mobile-ready templates—something that many marketing teams, at the time, had lacked. Dozens of websites, white papers, and personal testimonials were collected to help the marketing team modernize their email communication. This all contributed to to the goal of driving higher click-through rates.

Wakgraphic was also invited to create unique email designs using the freshly created design system. The above designs are just a small sample. Wakegraphic created over 50 unique emails in this system, which were then sent out to a millions B2B and B2C customers across the globe (APJ, EMEA, US).


Prebuilt code blocks allowed designers and marketers to swap out different design pieces quickly and easily.


The templates had four default, branded call to actions styles.


Seagate's branded colors were applied to the templates.


Secondary offers could be presented side by side, alternate left and right, or be cataloges in a long list.

Variable options allowed marketers to fit in the offers they needed.

The Template System

During the research process, we found that bucketing design items into a series of pre-built templates was not optimal. Seagate's marketing team needed a more fluid option. We could not just create a finite set of design templates.

Over 100 Seagate emails were indexed. Common design needs and tropes were logged. A series of interchangable elements were created to interact cleanly at any screen size and in any order the B2B and B2C marketing team needed.

With this responsive system, designers and marketers could create an email with as many or as few offers as they needed.

In an effort to shave down turn times further, Wakegraphic also took charge of the creation and implementation of comprehensive template. These files would streamline the conversion from design file to final HTML email.

With these Photoshop templates, Wakegraphic also created a style guide and introduction booklet for Seagate to pass around internally or to other agencies and contractors in the future.


Prebuilt code blocks allowed designers and marketers to swap out different design pieces quickly and easily. Secondary offers could be presented side by side, alternate left and right, or be cataloges in a long list. Variable options allowed marketers to fit in the offers they needed.


The templates had four default, branded call to actions styles.

The Template System

During the research process, we found that bucketing design items into a series of pre-built templates was not optimal. Seagate's marketing team needed a more fluid option. We could not just create a finite set of design templates.

Over 100 Seagate emails were indexed. Common design needs and tropes were logged. A series of interchangable elements were created to interact cleanly at any screen size and in any order the B2B and B2C marketing team needed.

With this responsive system, designers and marketers could create an email with as many or as few offers as they needed.

In an effort to shave down turn times further, Wakegraphic also took charge of the creation and implementation of comprehensive template. These files would streamline the conversion from design file to final HTML email.

With these Photoshop templates, Wakegraphic also created a style guide and introduction booklet for Seagate to pass around internally or to other agencies and contractors in the future.

Reporting and Lasting Effects

The new design structuring was rolled out over the course of a few months. Time savings were immediately noticeable. The new template system allowed Seagate to pour more time into creating more visually compelling emails and more accurate and complex email campaigns.

In early 2015, Seagate Technology launched a new brand. Depsite a completely new design style, the templates we created were still viable and are still being used.


More Design Samples



More Design Samples


And One More Thing...

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Contact Me

Location

Wakegraphic is located in Colorado where there's a very nice view of the Rocky Mountains.

Email

Jake@Wakegraphic.com

Phone Number

970.631.3529

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