strange bikinis
MARKETING STRATEGY | BRANDING | EMAIL DESIGN | COLLATERALS
Redesigned Strange Bikinis' email strategy and visual identity to create efficient, high-performing campaigns that generated $23K+ revenue. Built cohesive brand system and strategic framework that dramatically improved campaign effectiveness while establishing sustainable templates and processes for long-term growth.
Approach
Strange Bikinis was sending scattered campaigns with wildly inconsistent performance, indicating poor strategic planning, visual inconsistency, and audience fatigue.
I developed a design-first email strategy that prioritized strategic execution over high frequency. Moving away from scattered campaign tactics, I focused on creating cohesive visual identity, thoughtful timing, and strategic content planning. The approach was to build efficient systems through better design, clearer brand voice, and strategic campaign architecture that could deliver stronger results with fewer touchpoints.
ROLE: Email Design, Motion Design, Content Writer, Marketing Strategy
Strategy
Strategic Campaign Planning: Replaced 45+ random campaigns with 8 carefully planned touchpoints, each with specific design purpose and strategic timing aligned with seasonal business needs and customer behavior patterns.
Design System Development: Created a modular template system to ensure consistent brand expression while enabling efficient campaign creation and client independence.
Content & Voice Strategy: Developed brand voice and strategic content frameworks that sell through relationship-building and seasonal relevance rather than purely promotional pressure.
Execution Framework: Built sustainable processes with clear design guidelines and reusable templates that maintain quality while reducing production time and ensuring brand consistency.
Design
Visual Identity System: Designed cohesive email templates with consistent typography, color palette, and layout structure that reinforced premium brand positioning while maintaining flexibility for different campaign types.
Modular Template Framework: Created scalable design system with interchangeable components allowing efficient campaign creation while maintaining visual consistency across all customer touchpoints.
Strategic Layout Design: Developed email structures that prioritize product presentation and lifestyle integration, using strategic visual hierarchy and white space to enhance perceived value and engagement.
Brand Guidelines: Built comprehensive design standards with clear usage rules enabling client independence while protecting brand integrity across all applications and future campaigns.
Metrics
2.9x
Revenue improvement per email.
$35k+
Revenue from strategic campaigns in 2025.
90%
Reduction in campaign volume with succesful revenue performance.
50%+
Attributed revenue from weekend sales.
Key Takeaways
Design Strategy Creates Efficiency: Strategic design thinking and systematic approach delivered far better results than high-frequency tactics, with latest campaign generating $13k from just 4 strategic emails.
Multi-Touchpoint Architecture Works: Strategic campaigns proved that well-designed email sequences (launch + follow-ups + automation) can sustain engagement across multiple days while maintaining consistent open rates.
Systems Enable Sustainable Growth: Comprehensive design guidelines and template systems created scalable framework that maintains quality while reducing production complexity, evidenced by consistent performance across different campaign types.
Strategic Timing Maximizes Impact: Weekend launch strategy with Monday follow-up and automated recovery captured maximum customer attention during optimal engagement windows.
Visual Consistency Builds Trust: Cohesive brand identity across all touchpoints enhanced perceived value and customer engagement, with sustained high open rates proving audience loyalty and design effectiveness.
Automation Amplifies Strategy: Integration of cart abandonment recovery added 6% additional revenue to campaign, demonstrating how systematic approach creates multiple conversion opportunities beyond primary campaign touchpoints.