email strategy & execution
Brilli Wellness Circadian Lighting
Creative Director, Email Strategist, Designer & Copywriter
As a multi-disciplinary creative leader, I specialize in bridging the gap between high-level brand vision and technical creative operations. During my tenure at Brilli Wellness Lighting, I spearheaded the creative evolution of a $90-million-backed startup, transforming it from a nascent concept into a globally recognized wellness brand.
My approach combines behavioral psychology with data-driven design to solve complex growth challenges. Whether leading large-scale lifestyle photoshoots or optimizing granular digital touchpoints, my focus remains on creating seamless, educational, and high-converting customer journeys, like the example email campaigns below.
customer onboarding: welcome email
Seeing an opportunity for increased engagement in email, I led a redesign of the Welcome send, one of the most critical customer touchpoints for a CPG business.
This email was sent to customers who signed up to receive Brilli’s emails via the website and made a first purchase.
My Approach
The audience for this email was top-of-funnel customers just beginning to learn about circadian lighting and/or Brilli Wellness’ products. Therefore, brand awareness and product education were the most critical elements to convey
The design of the “Welcome” email matched the brand’s updated bright, wellness-focused aesthetic, using new vibrant imagery (view the approach and results of the Lifestyle photoshoot, and the Studio photoshoot), and an angled layout that connected to product packaging design, and referenced the angles that sunlight and shadows create.
An updated footer highlighted free shipping, lifetime warranty, and satisfaction guarantee to reduce friction.
The content informed readers about the health, mood, and productivity benefits of circadian lighting, backed by expert quotes for credibility, and included a 20% promotional discount to boost conversions.
I also synchronized the website’s sign-up messaging and offers for a smooth customer journey, optimized Mailchimp deployment for instant delivery, and analyzed the email and promotional performance to measure engagement, ROI, and attributed sales.
the results
higher click-through-rates when a/b tested against previous version
2.5x
increase in product sales yoy (2019 vs. 2020)
1000%+
Product-based send: Charge Up collection
My Approach
After doubling Brilli’s email subscriber base through effective website content and design strategy, I partnered with Brilli’s Marketing Manager to develop audience segments based on purchase history, and together we launched triggered campaigns to educate customers about other product lines (cross-selling) like this Charge Up collection email that also features lifestyle imagery I art-directed, and reflects the bright, energizing qualities of the product itself.
These “Collection”-based emails were intentionally designed to feel “shoppable” while also effectively educating Brilli customers.
the results
average open rates
10%
higher click-through-rates when a/b tested against previous versions
+21%
Calendar-based send: Mother’s Day
As a new brand, Brilli’s email program was limited to a Welcome and order-related emails. Before I joined, there were no relevant holiday- or calendar-based emails, such as Mother’s Day, Earth Day, New Year’s and more.
My Approach
To drive customer engagement, retention, and repeat purchases, I led the creation of Brilli’s promotional and seasonal emails, developing campaign concepts that leveraged timely and relevant holidays, like Earth Day and the Mother’s Day send shown below, weaving in recent press mentions about Brilli from People, Goop, and Better Homes & Gardens to communicate trust and efficacy of the products through social proof.
