Design System · Leslie's
Email Design System
A modular email kit that helped a lean team move faster without making every campaign look the same—or rebuilding every send from scratch.
Reusable brand and email systems kept a high-volume creative program consistent.
Modular headers, heroes, offer blocks, product rows, and footers replaced one-off construction.
I defined the hierarchy, reusable components, templates, and guidelines.
The volume kept growing, but the process did not.
Leslie's email program covered promotions, rewards, service reminders, and re-engagement. Every send was still rebuilt by hand, which made production slow and quality harder to protect. We did not need another template. We needed a reusable way to make many kinds of emails.
Start with the decisions that repeat.
I studied what changed from campaign to campaign and what should stay consistent. Then I turned the repeated choices—hierarchy, offer framing, product rows, calls to action—into reusable building blocks. Each send could still have its own message without starting from an empty canvas.
A kit, not a cage.
Headers, heroes, offer blocks, product rows, and footers became reusable pieces with clear rules. The structure protected the brand; the combinations left enough room for each campaign to feel relevant.
The team could spend less time rebuilding layouts and more time improving the message. One system supported 1,000+ assets while keeping the work recognizably Leslie's.
