OREILLY
Menu
Email CRM Visual System
Email CRM Visual System
Email CRM Visual System
Company
Company
Nex
Nex
Role
Role
Creative Director
Creative Director
Year(s)
Year(s)
2025
2025
Context
Context
After bringing CRM creative in-house, my team and I rebuilt the entire email ecosystem from scratch—designing a modular system in Figma and implementing it in Klaviyo across flows and campaigns.
After bringing CRM creative in-house, my team and I rebuilt the entire email ecosystem from scratch—designing a modular system in Figma and implementing it in Klaviyo across flows and campaigns.
Problem
Problem
Email creative lacked consistency, efficiency, and clear ownership. Every send required custom design work, QA was inconsistent, and teams were rebuilding patterns from scratch—creating compounding creative debt as automated flows and campaign volume scaled.
Email creative lacked consistency, efficiency, and clear ownership. Every send required custom design work, QA was inconsistent, and teams were rebuilding patterns from scratch—creating compounding creative debt as automated flows and campaign volume scaled.
Process
Process
I led the audit of existing sends, defined the system architecture, and directed two designers through execution. Alongside the Manager of Lifecycle, I built a component-based Figma library with responsive modules, image rules, accessibility guidance, and motion patterns—then partnered with Publishing, Games Marketing, and Brand Marketingl to align on core templates across the organization.
I led the audit of existing sends, defined the system architecture, and directed two designers through execution. Alongside the Manager of Lifecycle, I built a component-based Figma library with responsive modules, image rules, accessibility guidance, and motion patterns—then partnered with Publishing, Games Marketing, and Brand Marketingl to align on core templates across the organization.
Impact
Impact
Build times dropped from days to hours, QA improved significantly, and CTR increased by 10%. Teams across the organization now work from a unified template system that scales without accumulating creative debt.
Build times dropped from days to hours, QA improved significantly, and CTR increased by 10%. Teams across the organization now work from a unified template system that scales without accumulating creative debt.
Impact
Build times dropped from days to hours, QA improved significantly, and CTR increased by 10%. Teams across the organization now work from a unified template system that scales without accumulating creative debt.
Gaming
Gaming
Systems, Toolkits & Scalable Design Ops
Systems, Toolkits & Scalable Design Ops
Credits
Credits
Senior Designer
Senior Designer
Chris Cadiz
Chris Cadiz
Systems Designer
Systems Designer
Audrey Carter
Audrey Carter
Manager, Lifecycle & CRM
Manager, Lifecycle & CRM
Ashley Crowe
Ashley Crowe
Copywriter
Copywriter
Brian Funes
Brian Funes
