Loupe, part of the Beaverbrooks Group, is a new luxury watch and fine jewellery concept with two physical boutiques and an eCommerce presence. Following extensive experience working on emails for Beaverbrooks, I was entrusted with creating Loupe’s email designs, including bespoke, triggered, and brand solus campaigns.
My role:
I interpreted Loupe’s brand guidelines for an email context, establishing their email branding and layouts with a strong focus on best practices and accessibility.
The process:
Briefing and design of key areas: Following a detailed briefing with the team to understand the vision behind the Loupe brand, I began by designing the email header and footer. This ensured a consistent user experience, aligning the email aesthetic with the website design.
Design of email styles and layouts: I developed email-specific typography, CTA styles, and responsive layouts that closely reflected Loupe’s website design. Special attention was given to email-specific considerations, such as email-safe fonts, dark mode compatibility, and varying email client rendering issues.
Campaign application: The designs were applied across various campaign types. For triggered emails, I designed communications such as welcome emails and order confirmations. For bespoke campaigns, I created custom layouts to highlight Loupe’s product offerings and luxury experience. In addition, I worked on brand solus campaigns for high-end brands like Rolex, carefully balancing Loupe’s branding with the supplier’s own requirements.
The outcome:
Built by a specialist email developer and long-term collaborator, Loupe’s email designs render optimally across all email clients while maintaining their luxury brand identity. I continue to create bespoke email designs for Loupe on a variety of themes and campaigns.
OMEGA brand solus design, desktop view
OMEGA brand solus design, mobile view
“Ellie has designed our emails for the last 12 years and we have a great working relationship. No email brief is too difficult, and every design produced is to a very high standard. Working across two of our brands and various products each with different guidelines, Ellie has seamlessly adapted to each different brand identity encapsulating each brand perfectly across our email communications.”
– Georgina Shaw, Beaverbrooks CRM Manager
A variety of email designs, desktop view
A variety of email designs, mobile view
Rolex brand solus design, desktop view
Rolex brand solus design, mobile view
