Repsol CRM Auditory
- Client: Repsol
- Role: UI designer
Following Repsol’s rebranding, the challenge was to ensure the renewed visual identity translated effectively into its email communications. Some existing emails presented performance issues, so it was an opportunitie to improve how content was structured.
We audited several email formats with different communication goals, however, I will present 2 cases here: a promotional email designed to drive action and an editorial newsletter designed to encourage content discovery.
The audit revealed different friction points, but a common underlying issue: the relationship between visual hierarchy, content structure, and user intent needed to be more deliberate.
The audit revealed different friction points, but a common underlying issue: the relationship between visual hierarchy, content structure, and user intent needed to be more deliberate.
Editorial Newsletter
The content was there, but its value and hierarchy were not clear enough.
Unlike a promotional email, the Repsol Pulse newsletter needed to help users explore multiple stories. The challenge was to establish a recognisable editorial identity, communicate the value of each article, and create a clear hierarchy between content pieces.
Build a recognisable editorial identity
The newsletter should communicate its purpose before the user starts reading.
The existing header worked as a brand identifier, but it did not establish a distinctive editorial territory or clearly anticipate the type of content readers would find.
Increasing interest and content relevance
The original headlines introduced topics, but they did not always explain why those stories mattered to the reader or what they would discover.
Establish a clear hierarchy
In the original newsletter, multiple content blocks competed for attention. Images, headlines, and descriptions created a relatively uniform rhythm, making it harder to identify the lead story and navigate secondary content.
The result:
a proposed editorial framework designed to make content easier to navigate, strengthen engagement opportunities, and support future newsletter editions.
The redesign introduces a clearer editorial hierarchy and a more consistent framework for presenting different types of content.
Waylet promotional email
The promotional email needed to communicate a clear offer and guide users towards a specific action. However, the original structure made the main benefit difficult to identify and required too much effort to understand how the promotion worked.
The main benefit should lead the experience, not compete with it.
The original hero supported the message visually, but the discount was not the dominant element. The value proposition remained secondary to the surrounding copy.