SiriusXM Welcome Journey
The opportunity:
As a revamped app was getting ready to launch and a complete overhaul of the SiriusXM brand identity was underway, our team was responsible for developing a fresh suite of emails welcoming new trialers and subscribers to the brand new SiriusXM.
The solution:
Interpreting the refreshed brand guidelines while rolling with near-daily changes to the new app, I collaborated with copywriters, MGFX designers and other visual designers to create 30+ unique emails that are sent to listeners over a 3-month span. This welcome journey drives engagement by educating listeners about features, showcasing personalized content, and highlighting the overall value of the SiriusXM app.
Role: Sr. Lead Designer
Because the new brand identity was developed by an outside agency (Uncommon Creative Studio), it was my job to quickly familiarize myself with the system while looking for ways to push its boundaries to tell a cohesive but unique story for each email.
As one of the largest projects happening in tandem with the rebrand, our team met weekly with the agency designers to share work and talk through our interpretations, ultimately informing final decisions about the new brand.
Each email in this welcome journey was thoroughly reviewed by countless stakeholders, giving me the opportunity to present to creative directors, product leads, and marketing leadership all the way up to our CMO. We adapted nimbly to their feedback, iterating new versions quickly while maintaining the integrity of the new brand.
