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Email Design Exercise
Palma Coffee Co.
This project explores the design of a branded marketing email for Palma Coffee Co., a specialty coffee brand centered around craft, community, and connection.
The goal was to translate the brand’s warm, lifestyle-driven identity into a high-performing email layout balancing storytelling with clear visual hierarchy and conversion-focused structure.
DESKTOP
MOBILE
Iteration 01
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Defined modular layout with distinct content containers
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High contrast section breaks to establish hierarchy
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Clear CTA placement with strong visual separation
Key Characteristics
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The heavy contrast created an abrupt “stacked” experience
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Transitions between sections felt abrupt, interrupting visual flow
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Repetition of hard edges introduced a subtle “zebra striping” effect, reducing cohesion
Observations
While structured, the layout leaned more functional than immersive
DESKTOP
MOBILE
Iteration 02
Refined Color Palette: Reduced contrast and softened transitions create a continuous, guided reading experience
Key Characteristics
Smoothed Visual Flow: A Z-pattern, alternating split layout maintains engagement through rhythmic left-right transitions.
Strengthened Hierarchy: Strategic spacing and type scale establish clear priority without heavy dividers
A Z-pattern layout improved visual flow, CTA placement, and enhanced brand storytelling
FINAL DESIGN
DESKTOP
MOBILE
MOBILE
DESKTOP