Digital Content Systems

A look at modular email systems designed to scale content, maintain consistency, and support evolving brand needs.

Category Education System

This project started as a design problem — how do you help shoppers quickly understand and compare products within a category when the source photography varies season to season? I led the design of the component, shaping both the visual framework and the logic behind how products were presented to ensure clarity and cohesion regardless of what the imagery brought in.

What made this work stick was what came after. I formalized the design approach into a documented, scalable process — then transitioned it to an external agency, equipping them with the guidelines and workflows needed to maintain consistency across seasonal updates without losing quality.

lululemon Modular Content System

Over more than a decade, I built and evolved a modular design system that powered lululemon's global communications program — spanning promotional, transactional, onboarding, and membership email across multiple regions and teams.

I led template design and visual direction across several full redesigns, working closely with development to ensure the system could flex with the brand while remaining consistent and scalable. As the program grew, I created documentation and governance frameworks, and led training sessions for global teams — ensuring designers and marketers across regions could use the system effectively without fragmenting it.

The result was a living system that balanced creative flexibility with structural consistency, and that continued to serve the brand long after each redesign cycle.