CHOOSE PROJECT
Brief
Alexandra asked for a series of seasonal email campaigns to help drive online sales during a volatile period.
They needed clear, reassuring messaging that would work across sectors: healthcare, hospitality, dentistry and corporate, and help customers buy the essential garments and PPE they needed.
Top Challenges we Overcame
The campaigns were created in the middle of the Covid era, when demand was spiking, supply was tight and buyers were overwhelmed. Emails had to solve a few things at once:
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Make product availability clear without feeling alarmist.
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Present a wide and complex range: scrubs, hospitality garments, PPE, personalised workwear, in a way people could scan quickly.
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Support multiple audiences with different needs, pricing structures and urgency levels.
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Keep the brand voice consistent across healthcare, hospitality, dentistry and workwear emails.
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Drive direct e-commerce conversions using simple, high-clarity CTAs.
Campaign Strategy
We treated the series as a set of sector-specific campaigns tied together by one idea: helping teams stay protected and prepared.
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For healthcare and dentistry, the focus stayed practical and reassuring: availability, safety, and essential PPE.
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For hospitality, the emphasis shifted to reopening and “working in the new normal,” helping teams return safely while looking professional.
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For end-of-year budget emails, the angle moved towards planning, smart purchasing and using funds before they expired.
This gave Alexandra one recognisable structure, with enough room to adapt tone and product selection by audience.
Copywriting
The copy across all four campaigns was built around clarity and scannability:
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Headline-led structure that delivered the point instantly (for example “PPE available online today” and “Ready for the new normal?”).
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Short, functional product blurbs explaining exactly what buyers needed to know: quantities, materials, safety ratings and key features.
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Clean, action-led CTAs (“Shop Now,” “View Products”) suited to fast purchasing.
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Tone that balanced reassurance with urgency — enough to prompt action without adding pressure.
Each sector also received tailored messaging. Hospitality emails, for instance, paired PPE with chefwear and polos to match real reopening needs.
Design Direction
The creative stayed consistent with Alexandra’s brand but shifted subtly by sector:
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Simple category blocks made it easy to browse scrubs, gloves, masks, aprons and social distancing garments.
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Visual hierarchy guided the eye: strong top banner, clear product rows, then a final CTA section.
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Use of blue and pink tones anchored the brand while allowing safety-led visuals (PPE, masks, gloves) to stand out.
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Product photography and iconography gave each campaign a clean, catalogue-style feel that made comparison simple.
Build & Delivery
The emails were built to behave well across mobile and desktop, with:
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Modular layouts for fast updates between sectors and seasons.
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Consistent CTA placement that supported shopping behaviour.
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Clear contact routes throughout for buyers who preferred to speak to a rep.
By keeping the structure stable and switching out products, imagery and messaging, Alexandra had a flexible seasonal system they could rely on.
Results
Alexandra gained a set of campaign emails that supported multiple sectors during an unpredictable year.
The messaging made purchasing straightforward, the layouts reduced friction, and the product clarity helped customers buy with confidence.
The modular structure also became a repeatable format the team could re-use for new product pushes, seasonal changes, and reactive updates.
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Client's perspective.
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