Madalynn's Folio
Restraint Through Removal
Restraint Through Removal
California Lifestyle Brand
California Lifestyle Brand
Brief
A welcome email intended to introduce subscribers to a lifestyle brand centered on ease, longevity, and understated luxury.
A welcome email intended to introduce subscribers to a lifestyle brand centered on ease, longevity, and understated luxury.
Diagnosis
Repetition replaced hierarchy, causing the brand’s philosophy to feel diffuse rather than assured.
Repetition replaced hierarchy, causing the brand’s philosophy to feel diffuse rather than assured.
Strategic Decisions
Removed redundant messaging
Limited the number of featured sections
Allowed a single philosophical statement to lead
Removed redundant messaging
Limited the number of featured sections
Allowed a single philosophical statement to lead
Outcome
By narrowing the first touch to a single, deliberate point of view, the welcome establishes clarity before complexity—allowing the brand’s tone to lead and everything else to follow,
By narrowing the first touch to a single, deliberate point of view, the welcome establishes clarity before complexity—allowing the brand’s tone to lead and everything else to follow,
Uncommissioned redesign based on publicly available brand communications.
Uncommissioned redesign based on
publicly available brand communications.