02
BRAND SYSTEM
Minot's Brand Identity
Minot's established visual identity, designed by JaneMade. I worked within this system to build the email and social template library.
Brand Marks
Typography
ADOBE GARAMOND PRO ITALIC
MAISON MONO
BURN BY THE RHYTHM OF THE SEA.
ADOBE GARAMOND PRO
Black currant, jasmine, and vanilla. Each scent is crafted to layer seamlessly with your space, grounding every room in warmth and intention.
Color Palette
ASH
DUNE
SAND
DUSK
ROSE
FLAME
SEAGLASS
SMOKE
03
Email Template System
We analyzed Minot's previous emails and categorized them into three types: product story-driven, collection/themed, and sales/text-based. After reviewing their brand guidelines, I built a moodboard, wireframed in Figma, and created modular templates in Klaviyo that the team could mix and match.
SEASONAL CAMPAIGN
Mood-first campaigns built around a full-bleed hero, with interchangeable product blocks and editorial layouts that shift per season. incorporating secondary color palette with primary.
COLLECTION/SEASONAL
Editorial layouts that lead with the scent's origin story. Full-width hero imagery alternates with split text-and-product blocks, using embossed textures and lifestyle photography to make each email feel like a moment, not a message.
SALES/PROMOTIONAL
Offer-forward layouts built for conversion. Clear discount hierarchy, product grids with pricing, and direct CTAs — designed so the deal reads in under 3 seconds.
04
SOCIAL
Social Media Templates
Templates built in Canva for Pinterest and Instagram. Three content categories, each serving a distinct role in the customer journey: education, aspiration, and conversion.
PRODUCT SPOTLIGHT
Templates built to highlight each scent's name, notes, and backstory. A few layout options per product so the marketing team isn't locked into one format.
EDITORIAL
Narrative-led templates connecting scent to memory and personal moments.
EDUCATIONAL
Carousel-first format with a hook headline and a single actionable takeaway per card.
05
PHOTO
3 Photoshoots
Three lifestyle campaigns shot for multi-channel use across email, social, and web.
SEASIDE TABLESCAPE
A coastal-inspired tablescape shoot: linen, ceramics, and soft natural light. Produced versatile assets for email, social, and web.
WINTER COLLECTION LAUNCH
Darker tones, layered textures, and candlelit atmosphere. Produced hero assets for the collection launch alongside evergreen lifestyle imagery for the colder months.
EDITORIAL
Narrative-led templates that connect scent to memory and personal moments. Designed for longer dwell time and saves rather than quick product discovery.
06
OUTCOMES
Reflection
Minot now has a complete system behind its brand presence. Not just beautiful assets, but a replicable framework for how they show up across every channel. The email templates give their team flexibility without sacrificing consistency. The social templates make it easy to stay on-brand at volume. The photography gives them a visual library that feels intentional, not stock.
200+
Assets Delivered
52%
Email Open Rate
3
Template Systems
