OREILLY
Menu
Overview
Context
After bringing CRM creative in-house, my team and I rebuilt the entire email ecosystem from scratch—a modular system in Figma, implemented in Klaviyo across flows and campaigns. The project spanned two brand phases: a soft rebrand working within existing constraints, then a full visual overhaul as the brand matured.
Problem
CRM had been managed by a third-party agency—costly and frequently missing the mark. Bringing it in-house exposed the real issue: no system, no consistency, compounding creative debt with every send.
Process
I led the audit, defined the system architecture, and directed two designers through execution. Built a component-based Figma library with responsive modules, image rules, and motion patterns—then aligned Publishing, Games Marketing, and Brand Marketing on core templates.
Impact
Build times dropped from days to hours, CTR increased by 10%, and the system held through two brand evolutions without accumulating creative debt.
Credits