eDM Design System
Project: eDM Design System
Client: Westpac Bank
Role: Visual Design Lead
Westpac's email communications lacked consistency and were hard to scale, creating inefficiencies and an uneven experience for customers.
I led the design of a modular eDM system that gave teams the flexibility to build emails quickly without sacrificing brand consistency. Working closely with UX and marketing teams, I developed reusable components tailored to different customer needs, creating a scalable framework used across both marketing and service communications.
The system streamlined campaign production, improved consistency across communications, and provided a scalable framework for ongoing use across teams.
Modular components
A flexible set of components was designed to adapt to different content needs while maintaining brand consistency.
The system was applied across marketing and service communications, supporting a wide range of campaign types and customer journeys. Grounded in research and customer needs, I developed the system in collaboration with marketing and UX teams. Working in Figma, I created reusable email components that improved flexibility, clarity, and engagement across campaigns.
Design guidelines
A comprehensive set of guidelines was created to ensure consistent application across teams, defining best practices for layout, hierarchy, and component usage.
