The Challenge
The Retail Emails project involved two very different brands, both based in Cali: Agua y Flore and Adomicilio.com. Each brand had its own audience, goals, and tone. Agua y Flore sells handmade pajamas with a soft, delicate identity. Their visual language is calm, elegant, and rooted in slow fashion. Therefore, their emails needed space, a relaxed rhythm, and a lifestyle-forward feel—never loud or cluttered.
Adomicilio.com, on the other hand, operates as a fast-paced food and grocery delivery service. Their emails required energy, bright visuals, and a clear push to convert quickly. Unlike Agua y Flore, these designs had to move fast and be visually bold.
Balancing both approaches within one workflow posed a challenge. I needed to transition between brands while maintaining precision, clarity, and strong brand alignment. This contrast defined the core challenge of the Retail Emails project.
The Solution
To solve this, I treated each brand as its own visual system. For Agua y Flore, I used minimal layouts, soft color palettes, and generous spacing. I emphasized product photography and created a sense of quiet elegance. Additionally, I kept typography light and focused on lifestyle messaging.
For Adomicilio.com, I leaned into urgency. I used bold colors, layered elements, and high-contrast layouts. I made space for coupons, limited-time offers, and visual urgency cues. These emails had to grab attention quickly and encourage immediate clicks.
Meanwhile, I ensured every Retail Email was fully responsive and mobile-friendly. I built flexible structures that supported different content types while keeping each brand’s tone intact. This helped streamline production and kept performance consistent across devices.
The Result
The Retail Emails became key communication tools for both clients. For Agua y Flore, emails extended the softness of the brand into every inbox. Their campaigns felt elegant, warm, and personal.
Adomicilio.com, on the other hand, saw clear spikes in traffic and engagement. Their promotional emails matched their platform’s speed and energy.
Ultimately, this project highlighted my ability to shift creative gears while maintaining structure. I delivered thoughtful, on-brand emails that met each client’s unique needs—and got results.