ELECTRONIC DIRECT MAIL
THE CHALLENGE
Autobarn’s existing eDMs had become visually stagnant and no longer captured the energy of their brand or audience. The goal was to completely refresh the email creative to better connect with their core demographic of young to middle-aged male auto enthusiasts. Around the same time, Costco Australia engaged us to pitch a redesign of their eDMs, seeking a more modern and brand-consistent visual direction for their digital communications.
MY ROLE
As Creative Lead, I spearheaded the full restyling of Autobarn’s eDMs, introducing a bold, high-energy design language that brought new life to the brand. The visuals were crafted to stand out in cluttered inboxes while remaining aligned with campaign messaging. For Costco, I was given full creative freedom to explore a new visual direction. I developed a bright, clean, and brand-aligned look rooted in their iconic colour palette, aiming to modernise their eDMs while reinforcing recognisability.
THE OUTCOME
The refreshed Autobarn eDMs successfully re-engaged their audience, with higher visual impact and a clear brand voice. The Costco concept was met with enthusiasm from the client and used as a benchmark for internal creative discussions, showcasing how brand consistency and fresh design can coexist to elevate digital communications.