Ruffwear

Emails | campaigns | ecommerce

Emails

Email Program Design / Email Design Evolution

When I joined Ruffwear in 2023, one of my initial responsibilities was designing email headers. Over the course of two years, this task evolved into one of the most rewarding aspects of my role. I quickly took on the challenge of learning Figma and expanded my scope to oversee the entire design of our emails, not just the headers. Through this process, I helped strengthen our brand, increased the channel 94% ($3.7M), and introduced a focus on clarity, consistency, and precision in our email communications. I collaborated closely with our Email Marketing Specialist to create compelling, brand-aligned content—no small feat in a dynamic environment that underwent three major brand shifts in just two years.

Original brand

Prominent usage of Extra Bold text weight, lots of rounded corners, yellow CTAs, older key feature callout style. Zero consistency.

middle brand

Addition of Open Sans Condensed, no key feature callouts (swap for color changing GIF), corners less rounded, new footer design. Some consistency in spacing, text sizing.

new brand

Introduction of Semi-Bold as header and sub-header typefaces, a new product block with additional copy space, and no rounded corners. Spacing and sizing is all standardized, CTAs are uniform, and logo is centered on header image.

Additional Email Favorites

CAMPAIGNS

Holiday Campaign

The holiday campaign was a new approach for Ruffwear, with the goal being establishing themselves as a more “premium” brand. This campaign was a complete 180: close-up intimate photography, a new color palette, a new typographic approach, and branded flat-lay photography. The campaign was centered on weekly promotions through the holiday season, with larger sales at Black Friday/Cyber Monday and end of year. Each promotion had two emails (intro and last call), Performance Max Google-based ads, IG/Meta ads (static and GIF), and organic social postings. Altogether it was a very cohesive approach with clean graphics and clear messaging. A huge win all around.

Brand Campaign - Gear Up, Wag On

Primarily an ad campaign to showcase our FW24 season, this small set was so fun to put together. It featured several new-to-us styles such as new colors, new type treatments, and more dynamic text/image interactions. I show the email in sections for better visibility, and created an ad set as well.

E-Commerce

Amazon Content

In the fall of 2024, Ruffwear acquired their Amazon partner and embarked on the complex journey of managing their Amazon presence in-house. This was a massive undertaking, as the partner had not updated graphics in years, and much of the content was outdated and misaligned with the brand. We began by overhauling the image stacks—the carousel that customers browse through on each Amazon listing. This process was incredibly detailed, as each color variation of every product required its own unique image stack, resulting in hundreds of layouts. The most intensive aspects were updating key features and sizing chart graphics, while the remainder focused on image selection and sizing. Additionally, we revamped the A+ content for top listings and seasonal updates to ensure a cohesive and on-brand presentation across the platform.