AUDI
As a freelancer for the Romance agency, working on the Audi account, I designed the email design system. The account required a regular volume of emails, previously produced by hand in Photoshop, with no shared foundation between creations.
Moving away from a manual, Photoshop-based production. Building a system able to keep pace with Audi's publishing rhythm, without ever compromising the brand.
Collaboration didn't stop at the agency and the client. Developers also needed to rely on clear components, rather than reinterpreting a Photoshop file with every send.
The project also called for real UI and guidelines work: deciding what would officially enter Audi's email guidelines, and defining the blocks and variants needed to cover every use case.
The challenge: how to turn a manual email production process into a collaborative system that stays true to the brand?
Five steps to turn Audi's brand guidelines into reusable, developer-ready email components.
Auditing existing guidelines
Starting from Audi's brand guidelines and previously sent emails, to identify recurring patterns.
Breaking down into components
Splitting emails into reusable blocks: header, hero, product grid, CTA, footer.
Building modular components in Figma
Turning these blocks into assemblable components, so no email starts from scratch.
Aligning with agency and client
Deciding what officially becomes part of Audi's email guidelines.
Documenting for developers
Making handoff and integration easier on the production side.
Every block built in light and dark, ready to assemble into any email.
Four real campaigns, assembled from the same set of components.
From one Photoshop file per email, to a system built to scale.
Process
Faster production
Every new email is assembled from existing components instead of being redrawn from scratch.
Shared ownership
Agency, client and developers now work from the same reference, instead of a single Photoshop file passed around.
Consistency at scale
From used-car offers to product launches, every email stays visually aligned with Audi's guidelines.
