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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)
2025-2026
2025-2026
Context
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.
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
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.
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
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.
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
Impact
Build times dropped from days to hours, CTR increased by 10%, and the system held through two brand evolutions without accumulating creative debt.
Build times dropped from days to hours, CTR increased by 10%, and the system held through two brand evolutions without accumulating creative debt.
Tools
Tools
Figma, Klaviyo, Photoshop, After Effects
Figma, Klaviyo, Photoshop, After Effects
Impact
Build times dropped from days to hours, CTR increased by 10%, and the system held through two brand evolutions 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
No system, no consistency. We built both from scratch.
No system, no consistency. We built both from scratch.
