Email campaign for a Vacation Express webinar with Hard Rock Hotels. 

 

For this email, I wanted to keep  in tone with the overview presentation previously created. I began with slanted backgrounds akin to the Powerpoint. With the portrait layout of the email, however, the slants were too overpowering and created more white space than I was comfortable with.

 

I wanted to convey the carefree spirit of Hard Rock, and the picture I selected did just that. With the goal of eliminating the unnecessary white space as well giving the main image room to emote, I began adjusting the foreground and backgrounds.  I kept the bottom slant as it providing great copy space and set a nice tone (versus a traditional straight line). For the top portion, I found a happy marriage of the main image and a group of angled rectangles. These rectangles kept the attitude I was looking for initially without having to take up too much space. 

 

Sans-serif fonts (Proxima Nova and Proxima Nova Condensed) kept up the relaxed tone, and the purple/gold color scheme reflected the Hard Rock style.