The challenge was clear: HomeSense needed to stand out in the crowded retail inbox and drive engagement through a high volume of promotional emails. The existing process was slow, and the brand's voice was getting lost. My solution was to develop and execute a new visual strategy centered on a modular, template-based design system.

This system-based approach was the key to solving the core challenges of speed and brand consistency. By creating a flexible framework with interchangeable modules for different content types—from hero images to animated GIFs—we could build new campaigns that were always on-brand in a fraction of the time. This strategic framework not only increased the marketing team's production velocity but also led to a measurable lift in customer engagement and click-through rates, turning the email channel into a more efficient and powerful engine for the business.