Heineken Eazle - Email Templates & Guidebook

Designed B2B email templates and an accompanying interactive guidebook to support their effective implementation

UX Design
UI Design
Visual Design
Prototyping

Skills

Tools

Figma
InDesign

From concept to execution

B2B Email Templates & Interactive Guidebook for Heineken: Enabling Scalable Communication

I led the design and development of reusable B2B email templates and a comprehensive interactive guidebook to ensure seamless and scalable implementation across Heineken’s global teams. The project began with a complete redesign of Heineken’s outdated and inconsistent Eazle style, focusing on creating a modern, clean, and effective design system that could scale across diverse countries, clients, and sales objectives.

Key Contributions:

  • B2B Email Templates Design & Development:

    • Developed a set of scalable, reusable email templates, introducing a new design language for Heineken that emphasizes clean, straightforward visuals with a clear focus on content.

    • Created templates that were highly adaptable to different client needs and sales goals, allowing for easy customization across markets.

Comprehensive Interactive Guidebook:

  • Developed an interactive user guide to accompany the email templates, offering easy-to-follow instructions on how to implement the templates for maximum effectiveness.

  • Included step-by-step guidance, visual examples, and best practice tips to ensure the templates could be used effectively by a wide range of Heineken employees, regardless of technical expertise.

Phase 1: Research & Alignment

  • Stakeholder Collaboration:

    • Collaborated closely with internal teams to understand the communication needs and branding inconsistencies across regions and sales channels.

    • Identified the key issues with the old Eazle style, which was outdated and often inconsistent, and worked to establish a new, coherent design approach that aligned with Heineken’s global branding strategy.

  • Design Strategy:

    • Focused on a modern, clean aesthetic for the new templates, ensuring the designs were user-friendly, to-the-point, and visually appealing.

    • Introduced a consistent design language that could be scaled across multiple campaigns and markets, allowing Heineken to streamline their outreach efforts.

Phase 2: Design & Development

  • Template Creation:

    • Created dynamic, reusable email templates tailored to various marketing goals, such as product promotions, client outreach, and event invitations.

    • Designed templates with a focus on clarity, conciseness, and engagement, ensuring the messaging was easily digestible and compelling.

  • Interactive Guidebook:

    • Developed the interactive guidebook as a key resource for Heineken employees to easily customize and deploy the templates across different campaigns.

    • Included visual references, personalization tips, and troubleshooting guidance, enabling employees to use the templates independently.

Phase 3: Implementation & Impact

  • Employee Empowerment:

    • Delivered the templates and guidebook to Heineken teams worldwide, empowering employees with modernized, scalable tools for creating impactful B2B email campaigns.

    • After several months of use, we scheduled a follow-up meeting to gather feedback from Heineken employees and incorporate any necessary adjustments into the email templates and interactive guidebook, ensuring the final product achieved its optimal outcome.

  • Global Adoption:

    • The interactive guidebook and new email templates are now actively utilized by Heineken teams globally, promoting consistent and effective communication across regions.

    • This approach has helped Heineken move away from its outdated and inconsistent design language, leading to greater efficiency and alignment across email campaigns, while improving campaign performance.

In consideration of the sensitivity of the client and the assignment, I am unable to share details of this project.

The Interactive Guidebook & E-mail Templates