TNT estd. 1990
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/XBOX Email
/2025/
Client
XBOX
Timeline
2024-2025
Date
Art Director, email design system
A modular email design system for XBOX. Built to stay premium when the volume gets crazy.
The work
One system. Global scale.
One system. Global scale.
The problem
The problem
XBOX email has to work everywhere at once. It has to feel premium on a phone, stay personal when the name and games change, and still look like XBOX when the send is going to a huge list. One-off layouts were not going to survive that. Every new campaign was spending time reinventing structure instead of solving the brief.
XBOX email has to work everywhere at once. It has to feel premium on a phone, stay personal when the name and games change, and still look like XBOX when the send is going to a huge list. One-off layouts were not going to survive that. Every new campaign was spending time reinventing structure instead of solving the brief.
XBOX email has to work everywhere at once. It has to feel premium on a phone, stay personal when the name and games change, and still look like XBOX when the send is going to a huge list. One-off layouts were not going to survive that. Every new campaign was spending time reinventing structure instead of solving the brief.
Why it mattered
Why it mattered
If the work is not a system, it dies at scale. A new designer should be able to open the file, understand the rules, and get close on the first pass. That only happens when the toolkit is the source of truth, not a folder of last quarter's emails.
If the work is not a system, it dies at scale. A new designer should be able to open the file, understand the rules, and get close on the first pass. That only happens when the toolkit is the source of truth, not a folder of last quarter's emails.
If the work is not a system, it dies at scale. A new designer should be able to open the file, understand the rules, and get close on the first pass. That only happens when the toolkit is the source of truth, not a folder of last quarter's emails.
What I did
What I did
We put everything into one Figma toolkit. Components, layout patterns, and content rules lived in the same file so designers were not guessing from old PDFs. The 2025 refresh took three separate directions and merged them into a single system the whole team could share.
We put everything into one Figma toolkit. Components, layout patterns, and content rules lived in the same file so designers were not guessing from old PDFs. The 2025 refresh took three separate directions and merged them into a single system the whole team could share.
We put everything into one Figma toolkit. Components, layout patterns, and content rules lived in the same file so designers were not guessing from old PDFs. The 2025 refresh took three separate directions and merged them into a single system the whole team could share.
What we stopped
What we stopped
We stopped running three looks at once and stopped building a custom layout for every send. That habit felt creative in the moment, but it made production slower and made the brand drift from campaign to campaign.
We stopped running three looks at once and stopped building a custom layout for every send. That habit felt creative in the moment, but it made production slower and made the brand drift from campaign to campaign.
We stopped running three looks at once and stopped building a custom layout for every send. That habit felt creative in the moment, but it made production slower and made the brand drift from campaign to campaign.
What shipped
What shipped
The concepts cleared in round one. I onboarded new designers on the toolkit so they could hit that first-round bar instead of starting from a blank page. The system is what they learn now, not a pile of one-off files.
The concepts cleared in round one. I onboarded new designers on the toolkit so they could hit that first-round bar instead of starting from a blank page. The system is what they learn now, not a pile of one-off files.
The concepts cleared in round one. I onboarded new designers on the toolkit so they could hit that first-round bar instead of starting from a blank page. The system is what they learn now, not a pile of one-off files.
What changed
Designers stop rebuilding the email from scratch.
Designers stop rebuilding the email from scratch.
Brand stays consistent across titles, regions, and last-minute asks. New people learn the toolkit, not a folder of old files.
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