A large-scale email system redesign aligning hundreds of active templates with a new brand while improving clarity and performance.
Challenge
Hawaiian Airlines was rolling out a full rebrand across every customer touchpoint. Nearly 300 emails needed to align with the new identity without disrupting critical communications already running at scale.
Insight
Email is not a collection of standalone templates. It behaves like a continuous system where passengers experience multiple message types as one brand voice. Without structural consistency, even well-designed emails feel fragmented.
Strategy
A modular system was developed using repeatable patterns for layout, hierarchy, and content structure. Real usage data informed how modules were defined, ensuring the system reflected actual communication needs rather than theoretical templates.
Experience
Using the branding guidelines from the agency alongside data from the ESP, we explored how to create consistent systems that were both on-brand and user-friendly across multiple email types. I led the creative direction while designing systems for reservation confirmations, itineraries, miles statements, and promotional campaigns. Each email type was carefully structured to reflect the new visual identity, optimize readability, and enhance engagement. The approach balanced brand fidelity with practical usability, ensuring passengers could easily navigate key information.
Impact
The refreshed emails strengthened Hawaiian Airlines’ brand presence across digital touchpoints and drove measurable improvements in engagement year over year. The systems we created provided a cohesive, scalable approach that supported the airline’s broader rebrand while delivering clarity and delight to passengers.
Client: Hawaiian Airlines
Creative Director: JP Flores
Senior Graphic Designer: Alec King
Graphic Designer: Veronica Presley
Senior Copywriter: Chris Strom
Copywriter: Dale Norris
Hawaiianmiles email statement
As part of the rebrand, my creative team re-imagined the standard miles statement as a way to deliver exclusive content that only Hawaiian Airlines could offer. We created a content calendar and newsletter template that highlighted the unique aspects of the airline and provided valuable information from the HawaiianMiles program. This email saw a significant lift in engagement after we rebranded and added content.
Hawaiian Airlines promotional email rebrand
Kinetic interactive email
Providing a premium experience is important to Hawaiian Airlines in the air and across all touch points in the customer lifecycle. We created an award winning interactive experience for their email subscribers that allowed them to thumb through different destinations and choose their own adventure direct from their inbox. This not only led to a memorable experience for guests, but also increased engagement in several regions.
