Fred Meyer Email Art Direction

Objective: Completely rework and redesign the entire email program and establish new visual and technical standards.

Concept and Construction: Establishing new brand standards entailed both a visual language but also a user centric framework optimized for both desktop and mobile platforms. Working with my team of designers and front–end developers, I directed the complete redesign of Fred Meyer’s email program. On the design side, all emails utilize custom elements created specifically for the digital program. On the technical side, all emails are mobile responsive and utilize adaptive principles and components whenever possible.