In the winter of 2016/17, FCB/SIX worked with Primus on a series of email templates.
We took a different approach – adopting a modular system that can be mixed-and-matched on the component level, depending on the needs of any given email – in contrast to a pre-set number of email "types."
Headlines; subheads; CTAs; the system was flexible enough to include the core needs for any email, without limiting how the pieces could be added or subtracted. If an email needed multiple images, all the team would need to do is duplicate the image component and they're off to the races. Likewise for icons, callouts and more.
An added wrinkle was to build it on the same base for both Business and Residential lines of business – with the branding as the key differentiator.
In addition, we created a landing page template that followed much of the same concepts as the email templates, with a few new components and other functionality tailored to the web. And it goes without saying now, but at the risk of sounding redundant – the whole thing was responsive.