UK-based automotive photographer Dom Romney recently approached Wonderful Machine about an emailer design, and I was lucky enough to get the chance to take on the project. Dom had previously worked with us on his portfolio identity, and now needed an emailer with the same personality.
When it came to designing, I wanted to add some variety to Dom’s look. Since his specialty is automotive photography, I decided to tailor the template design to that. Carefully selecting a close up photo of a driver in his gear, I made the picture flat, so that it would appear to be more of a graphic element than an actual photo. I also thought using a tag line would be a good idea. Not sure where “Get In The Driver’s Seat At Domromney.com” came from, but I thought it would work well for him (no I do not have any copywriting experience, I’m just a natural). After running the tagline by our publicist, Maria Luci, I packaged up the design concept for Dom’s viewing pleasure:
Dom was pleased with the design, and added in his own copy to reach out to new clients. Of the process, he said:
I’d been using a modified, off-the-shelf template for my email newsletters for about eight months, and although it did the job, it didn’t fit the style and look we’d built the brand into. Sean and the rest of the team did an amazing job building my portfolio book last year and it made sense to let them bring the same look and feel to my newsletter.
I didn’t really give Mark a brief, I just wanted to make sure that he sat down with Sean and applied the same design ethos to the template that went into portfolio. That was as far as our conversation went, I flew off to Bahrain for work and when I came back I had a very distinctive looking design in my inbox. It’s really great to work with people that are efficient.