I don’t often get the opportunity to work with pre-launch brands, so I was excited to be able to jump in and help Day+West get their Klaviyo account set up and ready for launch day. Founder Gabrielle (who was an absolute pleasure to work with!) was very protective of her brand’s identity, both in terms of the copy as well as the visual aesthetic that the channel would employ.

With a stunning website already built, I knew that our emails needed to deliver on look, feel, and tone of voice to match the care and attention that she had put into constructing her brand identity. As the strategy lead for the account, I laid out the roadmap for our essential pre-launch flows as well as an initial set of campaigns to get Day+West up and running.

As part of my role, I oversaw the work of 2 Jr. Copywriters—both in their first month on the job—and led our graphic design team in translating the visual aesthetic of Day+West’s website and brand guidelines into dark mode-friendly, performance-optimized emails. Since budgets were tight, we had a very limited set of actual product and lifestyle pictures to work with. Thankfully, the brand book had borrowed inspiration from public domain artworks, which we leaned into when crafting the visuals for our emails.

Unfortunately, this one-off project came to an end before the brand fully launched, but I’m incredibly proud of how well my team came together to set Day+West up for success with this striking Welcome Flow.