As part of a wider CRM re-engagement initiative for the Guardian Feast app, I designed a series of win-back emails aimed at reconnecting with lapsed users and encouraging them to return to the app. I led the creative direction across both the email headers and the overall email layout, ensuring the designs felt inviting, appetite-driven, and emotionally engaging rather than purely promotional.

I collaborated closely with a copywriter to align messaging and visual storytelling, using layout, hierarchy, and tone to bring the content to life. I also curated and selected food imagery that felt fresh, comforting, and on-brand, helping to re-spark interest and remind users of the value of the app. Working alongside the CRM team, I designed emails that balanced creativity with performance, creating visually compelling, scalable templates that would stand out in busy inboxes and support user re-engagement.