When I joined the Babies“R”Us team, the email program had no established design system or templates, resulting in inconsistent visuals and outdated layouts. I was tasked with bringing the brand’s emails into the modern era by creating a look that was sleek, trendy, and visually confident, while still maintaining the warmth and approachability that define the Babies“R”Us identity.

Working closely with the Art Director, I introduced a set of standardized, modular templates built for flexibility and consistency across campaigns. The new design system featured simplified layouts, contemporary typography, high-impact imagery, and a refined colour palette that gave the brand a fresh, modern polish. Every email from promotional blasts to automated flows, was reimagined to feel intuitive, cohesive, and engaging.

Beyond aesthetics, we focused on clarity and performance: layouts optimized for quick readability, clear calls-to-action, and mobile-first design to ensure seamless accessibility on any device. The result was a revitalized email ecosystem that strengthened brand recognition and modernized the way Babies“R”Us communicates with the next generation of parents.