A look at where Midwest Family Ski Resorts' email program started, the direction I proposed, and the version we deployed together.
This is a representative example of MFSR's email program before I joined. The offers are clear, but the design leans on a third-party logo in the header, lacks visual hierarchy, and reads as a default template rather than a branded experience. No dominant CTA is pulling the reader's attention.
This is the design I developed, a ground-up rethink of how MFSR communicates through email. The MFSR brand leads from the top, content is organized around a clear hierarchy, and the season pass offer is the clear centerpiece with structured savings comparisons supporting it.
This is the version that went out, a collaboration between my direction and ownership's preferences. The brand presence is stronger than the original and the layout is more intentional, with some structural decisions adjusted to reflect internal comfort with the change.