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Fireclay Tile Digital Campaigns
Building a Scalable Visual Language for Fireclay Tile
Project Type
Email Marketing
Art Direction
My Role
Visual Designer
Tools
Illustrator
Figma
Deliverables
Email Design System
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Overview
Email is Fireclay’s most direct line to its customers, but with an atypical e-commerce journey—where ordering samples is the primary goal—every send has to be high-impact. I designed a modular email system to elevate brand consistency while drastically streamlining production.
The goal was to move away from one-off designs and create a flexible "kit of parts" that could handle everything from high-end lifestyle storytelling for homeowners to technical product updates for architects, all while driving traffic back to our site for sample conversions.
Design
The System
To ensure agility, I developed a library of styles for email campaigns that included a set of reusable blocks—headers, product grids, and text modules—that fit together like a puzzle. This allowed the marketing team to assemble custom campaigns in minutes while maintaining a strict, premium aesthetic.
The Results
Process Wins
Building a modular system changed the pace of our digital marketing production. It moved us away from one-off designs and toward a more intentional, repeatable process:
Total Consistency: Every email now looks and feels like a Fireclay experience. Whether it’s a quick product update or a deep-dive design story, the brand stays polished across every single touchpoint.
Streamlined Production: We cut the time between the initial idea and the actual send and were able to mass produce multiple weeks worth of emails ahead of time. Since the building blocks were already designed and tested, the team could focus on the message rather than pixel-pushing the layout.
Weekly Promotional Emails
Lifecycle Emails for Trade Program
Monthly Newsletter