Agent Provocateur had just launched their new responsive website and were keen to have their emails follow suit. They wanted a set of 3 templates that felt similar, but served different purposes; product focused, story focused, and something the could do a bit of both.
A simple 3 column grid structure that will form the bulk of product driven email communication.
A simple 2 column grid that allows a hybrid email offering campaign imagery and product shots.
A 2 column grid that aims to achieve a magazine style editorial aesthetic for style driven pieces.
As email clients have far less flexibility than standard websites, it was important that I work closely with their web developer to provide a set of templates that could render across all devices as perfectly as possible.
I used a 12 column grid to give me design flexibility, but kept the actual templates to a 2 - 3 grid aesthetic for cleaner mobile breakpoints.
To ensure customers got the most accurate brand experience, we set up a font hierarchy of the brand font as lead (installed through cookies), a Google font as the secondary, and finally Georgia (for any restrictive email clients).
The product email layout was based on their previous simple ecommerce email layout (for continuity), the story email was built to feel more editorial in approach and then a hybrid email was built using asset styling from the pair of them to create a consistent feel.