Rogers Canada
Email Campaigns
Art Direction, CRM
Overview
Rogers reaches millions of Canadians across some of the country's most beloved entertainment properties, from the Blue Jays to Hockey Night in Canada. The email channel is one of the most direct ways that relationship shows up in people's inboxes, which means every send needs to feel timely, on-brand, and genuinely worth opening.
I art directed and designed a series of Rogers email campaigns spanning seasonal moments, sports milestones, and promotional offers. Each one had to balance Rogers' established visual identity with creative that felt fresh and relevant to the moment, whether that was the Blue Jays' 50th home opener or a Valentine's Day promotion.
The Challenge
The priority across every campaign was clarity without being clinical. Rogers communicates with a wide subscriber base, so the creative had to be immediately legible, visually engaging, and optimized for both desktop and mobile rendering.
I used motion (GIFs) to bring campaigns to life and increase engagement, particularly for sports-tied sends where the energy of the event needed to carry through to the inbox. Animation was always purposeful, never decorative: it reinforced the message and added a sense of occasion.
Rogers Canada
NHL December Days of Giveaway
Strategy, UX Design, Art Direction
The problem
Rogers needed a contest campaign that would drive meaningful engagement during the NHL season. They needed an experience compelling enough to hold attention across a multi-week giveaway window, while staying easy to navigate for fans checking in from different cities with different favourite teams.
The strategy
I proposed building the entry experience around a filterable game-selection system, letting users narrow results by host city and visiting team. The contest felt tailored to each fan rather than like a static form. The goal was to reduce friction in finding a relevant game while reinforcing an on-brand, visually engaging experience that matched Rogers' NHL sponsorship presence.
I used motion (GIFs) to bring campaigns to life and increase engagement, particularly for sports-tied sends where the energy of the event needed to carry through to the inbox. Animation was always purposeful, never decorative: it reinforced the message and added a sense of occasion.
The execution
I art directed and designed the microsite end-to-end, with a focus on building an intuitive user journey grounded in UX best practices. The most complex design problem was the ticket selection interface, users needed to browse a large inventory of games across different cities, dates, and matchups, and narrow it down to their top choices without feeling overwhelmed.
Working closely with the UX team, I helped develop a filtering system that let users sort by host city, visiting team, and date. Each state of the journey from eligibility check through game selection to confirmation was mapped and designed to reduce drop-off and reward participation.
Outcome
A fully designed contest microsite with a clear, optimized user journey that was adopted as the reference model for subsequent Rogers ticket-giveaway campaigns. The filtering system meaningfully improved the usability of a complex selection interface, making the experience faster and more enjoyable for participants. A full customer journey map was produced alongside the final designs to support handoff and future iteration.
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