Kindred Bravely Email Design
The Problem
The VP of People & Culture and the CMO of Kindred Bravely need to create a compelling email design in Adobe XD that effectively showcases the brand's Sublime® collection, aligning with their marketing and cultural goals.
The Process
Research & Inspiration
I conducted preliminary research, to ensure accurate representation, seeking insights from a diverse group of mothers about their experiences with pumping and nursing apparel. Feedback revealed a limited selection of uncomfortable nursing bras, causing mothers to feel self-conscious and dissatisfied with available options.
Decisions
Careful consideration was given to a range of images provided to showcase the apparel’s functionality and convey an uplifting message for the future of maternity and postpartum wear.
The email’s first image was the focal point of the design and needed to entice users to browse the collection. I also aimed to portray mothers as individuals embracing femininity and confidence, not solely as caregivers. This emphasized that mothers can feel empowered in their attire, prioritizing both functionality and style. The chosen image accurately reflects how mothers aspire to feel and be perceived in their postpartum apparel.
I integrated elements of Kindred Bravely’s branding to maintain consistency and reinforce brand cohesion. The strategic use of colors from their palette effectively separated and established hierarchy within the design.
The predefined zig-zag layout facilitated customization of the imagery. To avoid a repetitive template appearance, I opted for curved edges on the images. This enhanced the flow of content, providing a unique and soft aesthetic. I meticulously curated the images to highlight each bra’s functionality.
In the final section, I aimed for realism and relatability by using the same model and bra color in each image. This choice enhances the sense of authenticity and allows users to envision themselves wearing the apparel.
To complete the design, I incorporated standard information and icons typically found at the end of an email, ensuring that the sample closely adheres to brand guidelines and emulates a real email.
Challenges
In the design process, I ensured consistency by selecting images with uniform aspect ratios. However, achieving a cohesive sequence of lifestyle images was challenging due to differing asset sizes. To address this, I resized the images uniformly without compromising their original composition, allowing them to be displayed on one line. Additionally, I reoriented the images to a more vertical format to minimize empty space and maintain the model as the focal point. The final design achieved the intended presentation while preserving the integrity of each image.
The Solution
Insights
This email design would draw both new and experienced moms to the apparel brand because no matter the stage of motherhood, every woman wants to feel comfortable and empowered. Additionally, the simplicity of the clothing design puts them at ease, a vital feature any mother desires when undertaking the most important duty of all: caring for another being.