The Challenge with Miscellaneous Emails
The Miscellaneous Emails project involved supporting a variety of national and regional clients through Fishbowl’s email platform. For established brands like Smoothie King, Little Caesars, and Mazzio’s Pizza, the challenge was adapting existing print assets to fit our predetermined email templates. Their creative teams delivered well-designed files, but these were not always email-ready.
Many banners came text-heavy, unoptimized for mobile, or lacking clear hierarchy. Additionally, each brand had its own guidelines and visual voice, which needed to remain intact despite our standardized system.
In contrast, SolCon Grill posed a different type of challenge. As a mock brand built internally to demonstrate the platform’s capabilities, SolCon required a full branding concept, email strategy, and CRM structure from scratch. It wasn’t just about email optimization—it was about crafting a campaign-ready identity that could resonate with real-world prospects.
The Solution
To address the needs of the national brands, I streamlined each send by optimizing their creative assets for responsive performance. First, I resized and formatted images for mobile readability. Then, I adapted layouts to follow our internal templates while still respecting brand aesthetics. This ensured that the Miscellaneous Emails maintained consistency, clarity, and function—no matter how different the original assets looked.
For SolCon Grill, I developed a full mock brand system including logo, color palette, and messaging tone. I created sample campaigns showcasing menu promotions, loyalty pushes, and seasonal offers. More importantly, I demonstrated how the email platform could handle CRM segmentation and automation—key selling points for potential clients.
The Result: Miscellaneous Emails
Thanks to these efforts, the Miscellaneous Emails became a dependable, high-quality stream of communication for each brand. The national chains saw better alignment between their in-store creative and their digital messaging. Templates became faster to populate. Layout issues decreased significantly.
At the same time, the SolCon mockup helped Fishbowl pitch and win new business by showing our team’s versatility. It provided a live example of how we could launch, manage, and measure a full campaign—even with no starting assets. These varied projects proved that strong execution and creative flexibility can elevate both big-name brands and fictional pilots under one roof.
