Case Study · Raw Generation

A modular design system that took campaign launch time from a week to a day

Raw Generation is a DTC juice and nutrition brand. I led design there for 14 months — building the modular creative system that powered email, web, SMS, and social campaigns. Before the system existed, launching a new campaign took the team a week. After, it took a day.

Email · Web · Social · SMS

The problem

DTC brands run on campaign velocity. Raw Generation was launching new products and promotions constantly, but their design process hadn't kept up. Each campaign was built from scratch — different layouts, different styling, different assets. The result was inconsistency and a design bottleneck that slowed every launch.

Brand system

The foundation everything else was built on

Before templates, I built the brand guide — color, type, photography direction, and tone. This is the document that let the marketing team brief consistently and let the templates feel cohesive even as the campaigns changed week to week. Download the brand guide (PDF) →

Email marketing

8 campaigns from the modular template system

I built a modular email template system with swappable blocks — header, product section, CTA, and footer all snapping together. Email performance improved with double-digit lifts in open and click-through rates as the creative became more consistent.

SMS marketing

Motion-first creative for text

SMS creative required a different constraint — short animation loops that communicate a product or offer in seconds and hold up at thumb size on a phone screen.

Web banners

Homepage takeovers for every promotion

Every campaign launched with a homepage banner. The banner templates snapped into the same modular system as email — consistent across every touchpoint, fast to turn around.

Social

150% audience growth through brand voice and content mix

Social was where the brand personality had room to breathe. We grew the audience 150% by developing a real and quirky tone of voice — a mix of branded content, UGC, and direct brand voice that felt human and consistent at the same time. It taught me to move fast and batch-create at scale, before any of that was easy.

GIPHY stickers

Branded animated stickers for organic social reach

I designed and animated a library of branded stickers published to GIPHY — looping animations that users could drop into their own Stories and posts. It was an early bet on organic reach through UGC placement, and the stickers accumulated millions of views without any paid spend behind them.

Reflection

Leading design as a solo designer at a fast DTC brand is a different kind of pressure. You're not making one beautiful thing — you're building a machine that makes many things quickly, without losing quality. The discipline is less about craft on individual pieces and more about building systems that protect craft at scale.

Next project

Castle Foods