A multi-year collaboration across lifecycle email, product launches, landing pages, and campaign creative—balancing Sony’s global brand standards with accessible, scalable, performance-focused CRM execution.
Sony’s CRM program had to support frequent launches, promotions, registrations, and partner campaigns across very different product categories—without losing the consistency of a global brand. The work also had to remain accessible, easy to scan on mobile, efficient to produce, and flexible enough to support changing campaign goals.
I contributed across email design, art direction, landing pages, motion, and campaign strategy, working within Sony’s broader CRM and marketing process. My focus was translating brand standards and product priorities into clear, reusable experiences that could support both one-time launches and ongoing lifecycle communication.
Built reusable modules for hero, badge, offer, and product sections to support faster production and more consistent campaign builds.
Applied accessibility-first principles across email layouts, including stronger contrast, clearer hierarchy, and meaningful alt text.
Balanced motion with deliverability by keeping GIFs and hero animations below 5MB while preserving visual quality across devices.
Used iterative A/B testing on headlines, CTAs, and content hierarchy to guide later creative decisions and improve click-through behavior.
Created a cohesive layout system that balanced product education, promotional clarity, and lifestyle storytelling across categories.
For the Sony Pictures Core rebrand, the creative direction was intentionally minimal: a new logo and a hero TV cutout. There was no established email system or detailed design direction to follow.
I translated those core assets into a cohesive CRM experience, defining the visual hierarchy, supporting layouts, typography, imagery, and promotional structure around the refreshed identity. The result extended the rebrand beyond the logo and created a flexible email system that still felt unmistakably Sony.
Across product launches, sports campaigns, and promotional emails, motion became a way to create focus and energy without adding unnecessary complexity. These selected executions show how animation was used to direct attention, reinforce campaign ideas, and make key moments feel more dynamic within the constraints of email.
A cross-section of lifecycle, launch, registration, sweepstakes, and product-led campaigns showing how the system adapted across Sony categories and objectives.
The work established a more consistent and reusable campaign system across email, landing pages, and product storytelling. It supported clearer hierarchy, stronger accessibility, and more efficient adaptation across categories. In one selected campaign, the work achieved a 6.08% click-through rate—evidence of how a clearer structure and focused message could support engagement without sacrificing Sony’s premium brand experience.
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