AAA MWG EMAIL REDESIGN
AAA MWG (Mountain West Group) made Pace the AOR (Agency of Record) for their robust email program in 2021. The first thing the team did was take a look at what was or wasn’t working and how we could improve their existing program.
This was a fun challenge as the emails were a bit confusing visually but had a great message, which we saw as the opportunity to open up the visual and let the story of how AAA can help shine through.
PREVIOUS EMAILS
To know where the project started we have a look at the previous emails the brand was using.
Existing emails were confusing, image-based graphics (graphics spliced into sections to load for viewing in browsers) that gave the viewer more anxiety than they were informative and helpful.
Also, the overall brand design was inconsistent between email groups and seemed as though they were from separate voices or even different brands. Needless to say, click-through was low.
CREATING & BUILDING OUT THE STYLE GUIDE
To help the teams align on the official brand direction and have one single source of design truth, we created a comprehensive style guide that was as robust as the email campaign itself. Each element and component is presented clearly and with adequate space to highlight its singular importance to the greater concept and segments of the program.
We created a definitive Style Guide to house the elements, components and such for the design system and library with colors, fonts and approaches that were unique to each email send.
Tools: XD, Photoshop
NEW EMAILS
The new email system saw key improvements:
• we created and coded 5 new email templates while leveraging best practices
• introduced consistency across all their LOBs and email sends
• divided up each email into clearly defined modules to help with content flow and scannability.
• updated emails from being image based to live text based–this best practice helps with deliverability and with avoiding spam filters.
Examples of the Auto Repair emails, showing a variance in the design and presentation–each time aligning with the Style Guide (and updated as client requested changes).
Examples of Membership, Smart Home, Insurance and Welcome emails. These again highlight the variation in the design and presentation–each time aligning with the Style Guide (and updated as client requested changes).
New designs for content and select feature callout modules used within the upgraded format emails.
Client: AAA MWG
Project Manager: Ryan Matthey
Creative Direction: Nathan Spoor
UX Lead: Rocky Montez-Carr
Art Director: Casmine Brown
Copy: Lisa Roth
Agency: Pace Communications