Key highlights

• Creative direction and hands-on design for brand and product emails

• Balanced technical information with clarity and approachability

• Built consistency across a high-volume email cadence

The challenge

Nikon’s email program needed to serve a wide range of audiences—from seasoned photographers to more casual users—without overwhelming either group. The content had to communicate technical detail, product value, and brand credibility, all within the constraints of email.

The challenge was creating emails that felt clear and confident rather than dense or overly promotional, while still supporting an ongoing, high-volume program.

My role

• Set creative direction for the email program

• Designed and refined emails hands-on across product and brand communications

• Partnered closely with the team to maintain consistency and clarity over time

How it came together

The work focused on simplifying complex information and presenting it in a way that felt approachable. Clear hierarchy, strong typography, and thoughtful pacing helped guide readers through technical content without making the emails feel heavy or intimidating.

Rather than trying to say everything at once, the emails were designed to highlight what mattered most—key features, product differences, or next steps—while keeping the overall experience clean and easy to scan.

By treating email as a system rather than a series of one-offs, the program stayed consistent as volume increased, and the team had a framework they could rely on for ongoing communication.