Refined Text Hierarchy

Colored elements, like quotes and CTAs, match existing Coolibar® primary brand colors and user-group Pantones. A clear hierarchy for all text was established, with the overall amount of Clarendon reduced in favor of sans-serif Gotham in varying weights. Keeping readability in-mind, point sizes were increased across the board.

Established Sizing Saves Production Time for Designers

Standardized image widths were developed based on the type of product (i.e. bottoms, tops, brimmed hats, etc.) with size relationships proportional to one another. This allows any designer to much more quickly place an attractive array of product images when building layouts.

Familiarity Above the Fold

All standard merchandised emails begin with this templated module. Above the photo, the promo bar contains the current ongoing promotion and code. Above the button, the H1 text notes the primary merchandise category for the send. The color for the button and user-group icon always matches back to the corresponding user-group or primary brand color.

A Dynamic, Feature-Rich Focus

Technical callout modules were updated to match their catalog counterparts. Angled labels and text evoke motion while circular pop-outs show additional features and print/pattern details. Button text matches to the corresponding apparel-user or brand color.

A template group was created to maintain scale relationships and now, with each seasonal collection launch, channel-specific variations are created for email, product pages, social, and marketplace.

Five-Star Readability

Rather than centered, product review modules now display left- or right-aligned. “Shop The Look” CTA buttons were added to Looks We Love outfits, and all colored elements match back to their corresponding apparel-user or brand color.