Montreal-based Hugo Hamaoui recently came to Wonderful Machine looking to create a new Emailer Template to showcase his photography. His clean and classic style can be seen throughout his beauty, fashion, and still-life photography. Once I took on the project, I was excited about the opportunity to create an emailer template that would complement his imagery.
After talking to Hugo, we agreed on creating a simple emailer that could reflect his aesthetic, and that could appeal to both commercial and editorial clients.
Our process starts with a conversation to understand the photographer’s needs and what they want to achieve. We discuss the style, what the emailer will look like, and the platform they want to use.
From our initial call, Hugo expressed his desire to appeal to different types of clients based on his specialties, while also using this as an opportunity to showcase some of his recent still life and product photography. He mentioned that he wanted the emailer to mirror his own professionalism, and throughout our discussion, I witnessed the way in which his brand is a reflection of his creative personality.
Hugo guided me towards his website so I could take into consideration its minimal and clean presentation. While the colors he features in these images vary between earth tones, pastels, and bright hues there is a uniformity to the bold solids. As a result, he didn’t have a specific color palette, and I had the freedom to use ones that I felt complimented his photos. I decided on neutral colors so the images he features would stand out.
Once we cover those aspects I start designing, and when it’s ready, I share the first round of templates (which has four to five Design Options). The foundation of his emailer was taken from a magazine page layout, combining groups of images and simple square and rectangular color shapes. I also wanted to provide him with different variations for displaying the image and copy that would allow him to pick what he liked most in each Option.
I used the same layout in Options 1 and 2, starting with a large horizontal photo at the top, a single vertical along with text, and grids of two and three images. They differ in the color of their backgrounds, with Option 1 featuring a tan palette compared to the white of Option 2. The first Option also features his name in white and overtop the image, while the second Option presents his name in black as the header of the template.
Option 3 starts with a single vertical photo with a text box, then we added text to each photo grid that indicates Hugo’s specialties (beauty, fashion, and still life). In Option 4, I decided to group two photos in each block along with small rectangle color blocks for the background, then I crafted organic line work through the images and background. Lastly, Option 5 starts with a collage of three images at the top, followed by text and another multi-image block, and finishes with a single, small horizontal image and accompanying text.
Overall Hugo liked the options I created, and his favorites were Options 2 and 4. He liked the picture layout and the form but prefers a cleaner look. He has asked to remove the black lines in front of the text in Option 2, adjust the rectangle shapes, and remove the organic line work in Option 4. He also asked to see option 1 with faded colors in the background.
I really like Option 2. The mix between open spaces and blocks is nice…I also like the layout of the pictures in Option 4, I know that can change, but I like what you have done with the size of the pictures and the writing placements.
I took his feedback into consideration and designed three new options for the template.
We decided on the second option — which featured a neutral palette and a singular, striking image at the top — and once it was finalized, I sent him customizable PSD files along with written instructions for use in his future emailers.
Shortly before we finished, Hugo changed the font on his logo and text on his website, which I updated to match the final revisions of the emailer. Other than that, working with Hugo went smoothly, and the process was uncomplicated with no difficulties. His direction was clear from the onset and it was easy for me to understand the product Hugo was looking for.
Need help creating a new email campaign? Send us an email.