Case Study - Email system
QDOBA
Email System
Figma module library & Creative Playbook
Designed and built a modular email library aligned with QDOBA's rebranded visual identity, empowering teams to create on-brand,
high-performing campaigns with ease.
Building a system that scales
When QDOBA underwent a brand refresh, the email channel needed to evolve alongside it. The goal wasn't just a new look—it was building a scalable, consistent system that any team member could use to produce polished, on-brand emails without starting from scratch every time.
I designed and built a modular email library in Figma, constructing flexible components that reflect the new brand identity. Every module was engineered to plug and play—giving marketing, creative, and CRM teams the building blocks for fast, cohesive campaign production.
OVERVIEW
Four problems to solve
1 / AODA compliance
Keeping as much content as live text as possible was a hard accessibility requirement. This shaped every design decision in the module system.
2 / Dark mode integrity
The new brand palette was rich and varied, but most colours broke badly in dark mode environments, threatening the brand's hard-won visual identity.
3 / Cross-client performance
Emails render differently across Gmail, Apple Mail, Outlook, and mobile clients. Each module had to be bulletproof across all environments.
3 / System adoption
A module library is only useful if teams use it correctly. The playbook had to be clear enough for non-designers to follow without sacrificing creative flexibility.
When the brand meets the dark.
Dark mode was the most nuanced challenge of the project. While QDOBA's refreshed brand introduced a vibrant palette of colours, extensive testing revealed that most of them degraded or inverted unpredictably in dark mode email clients.
After thorough exploration and iterative testing, we made a deliberate, strategic decision: anchor the dark mode experience to QDOBA's signature orange. Of all the brand's colours, orange was the one that retained its vibrancy, warmth, and brand recognition across both light and dark environments.
These findings weren't just an internal design decision. We compiled our dark mode research, explorations, and final solutions into a formal presentation delivered directly to the client—equipping them to make informed decisions about their email strategy going forward.
Email Creative Playbook
A module system is only as powerful as the guide behind it. Alongside the library, I authored a comprehensive Email Creative Playbook—a living document ensuring creative integrity and strategic alignment across every department.