FEDEX EMAIL REDESIGN

The challenge was to redesign the FedEx email program so that it was visually compelling and conformed to brand standards, while being fluid and modular to enable readers to quickly scan and get the information they need. The result was a clean, simple and uncluttered email design that could be sent to customers and colleagues alike. There are four e-mail templates: E-newsletter, E-vite, Thanks and E-mail. All have their own distinct look, while sharing some characteristics. All feature built-in flexibility. Generally, the email templates are used to promote a new service or program, inform customers about a change that affects their service, or welcome them to a new program. A 62-page style guide was also developed to download from brand.fedex.com. This ensured that all employees and third-party vendors would have access to the standards and templates in order maintain consistency with respect to color palettes, imagery, typography and tonality.