Second Skin eDM Campaign
Brief.
Outdated and clunky Second Skin’s monthly newsletter was not doing justice to their work as world leaders in custom made medical compression garments and dynamic splints.
Originally drafted sometime around the company’s start-up the newsletter had gone to the wayside as the company grew with their focus on service to their client base. Unfortunately, this left the team with both a hard to use series of email formatting that would often break when text or images were added or removed, would not display correctly on all devices, and was overall lacklustre.
This newsletter was targeted at their existing clients and their families. Second Skin often would work very closely with their clients with them often involved in not just the design of their medical garment, but also ongoing care and updates to the device. Usually working with families of children with disabilities or conditions that would make life quite difficult for families it was important this newsletter reflected the calm and gentle bedside manner of the Second Skin team.
I was brought on to help fix their newsletter and make something that would both represent them better as a brand and to create something easier to use for their team going forward.
It was important this newsletter reflected the calm and gentle bedside manner of the Second Skin team
Theory.
My two main focuses for this project were usability and visuals.
With many members of their team wearing multiple hats in both the care of their clients and running of the business it was important for me to create something easy to use. I wanted to reduce their time spent fussing over the newsletter to free them up to do the client-facing work they really loved while providing a high-quality finish.
The newsletter had to be dynamic and something they could use to easily and effectively talk to their existing clients about new products, client stories, and spotlight feel-good stories.
My answer to this was MailChimp.
Easy to use and with dynamic layouts it was easy to show the team what could be made as a standard format and how they could move elements about their page to change up the format as the newsletter required.
I created a few format templates for them to pick and choose from while they were still getting used to the software. With the established Second Skin brand in my mind, a clean modern look was in order using the brand’s signature blue to unify imaging between their website and the newsletter.