This ongoing bi-weekly eDM series showcases merchant deals and promotions on the CDG Zig app, designed to be visually distinct from the brand’s regular Ride eDMs. I collaborated with the English copywriter to build out the visual direction and layout, while also ensuring designs worked across CleverTap's email platform.

My Role & Responsibilities

• Theme & Visual Direction: Developed the overall theme for each eDM cycle, ensuring it felt fresh, eye-catching, and on-brand.
• Main Splash Banner Design: Created the hero splash banner that sets the visual tone for each issue — tailored to highlight the top deal or concept of the week.
• Email Layout Execution: Translated designs into email-friendly layouts, optimized for desktop and mobile using CleverTap’s platform requirements.
• Image Sourcing & Enhancement: Improved or sourced visuals when provided assets were low-resolution or missing.
• Copy Collaboration: Worked closely with the English copywriter — offering input on layout flow, tone, and even recommending tweaks to copy or deal presentation for better clarity and visual balance.
• Visual Differentiation: Ensured each Deals eDM stood apart from the weekly Ride eDM — while still reinforcing the CDG Zig brand system.

Design Approach

• Weekly Key Visual Creation: Each week, I conceptualized and designed a new Key Visual (KV) to match the featured theme or promotional focus — setting the tone for the entire EDM.
• Copy Collaboration: Worked closely with the English copywriter — offering input on layout flow, tone, and even recommending tweaks to copy or deal presentation for better clarity and visual balance.
• Consistently Distinct: Ensured every edition looked visually fresh, while still maintaining a recognisable connection to the CDG Zig brand.
• Image Sourcing & Enhancement: Improved or sourced visuals when provided assets were low-resolution or missing.
• Email-Optimized Layouts: Built layouts that were optimized for readability, loading performance, and engagement within email platforms like CleverTap.

Outcome

• Established a clear visual identity for the Deals eDM, separate from ride-based campaigns
• Delivered impactful splash banners that helped frame the week’s promotion effectively
• Strengthened campaign clarity through close design-copy collaboration
• Sustained brand consistency while allowing for weekly visual variation