MURAL.
Scaling brand without scaling the bottleneck.
A modular email design system built to give Marketing autonomy while protecting a consistent brand experience.
MADE TO
SCALE ↗
- My role
- Self-initiated system design
- Partners
- Marketing · Product · Engineering
- Decision
- One shared Stensul ecosystem
One audience.
Too many systems.
Marketing and Product were emailing the same users with different tools and visual languages. One-off layouts created repeated production work and made consistency hard to maintain.
Not a template.
A better way to work.
I initiated conversations with Marketing and Product, helped consolidate their workflows in Stensul, and designed a reusable system instead of continuing one-off production.
Consistency
without the bottleneck.
Brand defined the guardrails. Marketing owned content and the combinations of approved modules.
GUARDRAILS
AUTONOMY
Compare the language.
See the shift.
Move the divider to explore an earlier email and a system-based example.
Two different emails, compared for consistency and structure.
Drag the divider, use the arrow keys, or choose a full example.
Fixed foundations.
Flexible combinations.
Brand sets typography, color, hierarchy, spacing and maximum copy length. Marketing owns the content and combines approved modules.
A simplified diagram of how the system works.
One shared visual language. More than one useful layout.
Built to outlast
the deliverable.
Built in 2022, the system is still in use today, supporting more consistent, independent email production across Marketing and Product.