Digital Campaigns
Great digital experiences don’t end when someone leaves a website. I’ve always enjoyed taking a brand beyond the website and into email campaigns, landing pages, and microsites. When every touchpoint feels connected, the experience becomes stronger and the brand becomes more memorable.
Tourism Ireland
Email Design System
When I joined the Tourism Ireland email team, the work was still being approached with a print-first mindset. Every template was built independently in Photoshop, resulting in inconsistent typography, spacing, buttons, photography, and color usage. Revisions were slow, approvals were cumbersome, and the emails no longer reflected the quality of Tourism Ireland’s digital brand.
Rather than continuing to refine individual campaigns, I proposed rebuilding the foundation. I redesigned five core email templates around reusable modules and standardized components, creating a consistent visual language that aligned with the Tourism Ireland website. The goal wasn’t simply to create better-looking emails. It was to establish a flexible system that made designing, reviewing, and developing campaigns faster and more consistent.
The new framework quickly became the standard for future email work. New campaigns were built from the same modular system and distributed across multiple account teams, giving designers and developers a shared foundation while improving consistency across every client touchpoint. What began as an effort to improve one account ultimately influenced how email campaigns were created across the agency.
NEXT DC
Campaign Identity & Microsite
NEXT DC was created to introduce students to the many career opportunities within Washington, DC’s hospitality industry through scholarships, networking, internships, educational experiences, and travel. While the initiative was supported by Destination DC, it needed its own identity that would resonate with students, educators, and industry partners rather than leisure travelers.
The microsite became the foundation for that identity. Drawing from the newly established brand, I translated its bold angular graphic language into a digital experience that felt energetic, approachable, and distinctly its own. Those signature design elements created movement throughout the site, reinforcing the identity while reflecting the optimism and opportunity at the heart of the program.
The visual language extended beyond the website into email campaigns and supporting promotional materials, creating a cohesive campaign across multiple touchpoints. Rather than serving as a standalone microsite, the project established a recognizable digital presence that helped communicate the purpose of the program while giving the NEXT DC brand room to grow.
Airshare
Premium Email Experience
Airshare’s existing emails had become predictable. Most followed the same formula: a single aircraft photo, a block of text, and a call to action. They communicated information, but they didn’t communicate the brand. The challenge was to create a more engaging system that reflected the premium experience Airshare offers while remaining clean, approachable, and easy to scan.
I reimagined the templates around stronger visual hierarchy, generous white space, and a broader use of photography that extended beyond the aircraft themselves. Lifestyle imagery, destinations, and refined brand elements helped tell a more complete story, while typography, color, and reusable modules brought consistency to every campaign. Even subtle decisions, like confidently introducing larger fields of brand color, gave the emails more personality without sacrificing professionalism.
The redesigned campaigns transformed the emails from simple announcements into a true extension of the Airshare brand. Every campaign carried the same visual confidence as the website, giving the brand a more cohesive digital presence from the inbox to the web.
The World Residences at Sea
Luxury Email Campaign System
The World Residences at Sea already had an established brand, but its email templates felt dated and inflexible. Rather than continuing to design one-off campaigns, I proposed a modular approach that could support a wide variety of content while maintaining the refined character of the brand.
I designed a library of thirteen reusable content modules, each reflecting the understated luxury of the website through elegant typography, generous white space, sophisticated photography, and carefully considered color variations. By mixing layouts, imagery, and background treatments, every campaign could feel unique without sacrificing consistency. The modules connected seamlessly, giving designers the flexibility to assemble emails around the content instead of forcing the content into a fixed template.
The result was a more sophisticated and scalable email system that elevated the visual quality of every campaign while simplifying production, approvals, and development. More importantly, it demonstrated that modular design doesn’t have to feel repetitive. With the right visual rhythm and thoughtful use of color, each email maintained its own personality while remaining unmistakably part of the brand.
DC250
Campaign Microsite
DC250 was created to position Washington, DC as the centerpiece of America’s 250th anniversary celebration. While connected to the Destination DC brand, the campaign needed its own visual identity that felt celebratory and worthy of a once-in-a-generation milestone.
Inspired by the campaign’s new identity, I combined bold color, expressive typography, immersive photography, and custom graphic elements to create an experience that captured the excitement of the celebration without becoming cliché. Small details, like an illustrated Washington skyline brought to life with animated fireworks, helped reinforce the event while giving visitors memorable moments throughout the experience.
Although the visual identity was intentionally unique, the underlying structure reused familiar website modules wherever possible. This allowed the development team to work efficiently while giving the campaign a completely fresh appearance. The result was a microsite that felt unmistakably different from Destination DC while remaining practical to build and easy to expand as the celebration grew.
Pacific Retirement Services
Multi-Brand Email Framework
Pacific Retirement Services manages a diverse family of retirement communities, each with its own identity, website, and audience. The challenge wasn’t simply designing a better email. It was creating a flexible framework that could support multiple brands while maintaining a consistent approach to digital communication.
Building on the visual language established across the websites, I developed a modular email system that could be adapted for individual communities without reinventing the experience each time. The layouts emphasized generous photography, improved readability, and clear hierarchy, while allowing each community’s unique personality to shine through. The result was a collection of emails that felt warm, welcoming, and authentic to the people and places they represented.
The framework simplified future campaign creation and made it easier to expand as new communities joined the organization. Rather than creating isolated templates, the system established a repeatable approach that could grow alongside the brand while giving every community the flexibility to maintain its own identity.
