Following its acquisition by VR Group, MTRX rebranded to match the global VR identity. Supported this transition by revamping the email strategy.
THE PROCESS
Optimizing MTRX Engagement Flows
I mapped existing email flows in , built a new design system aligned with VR’s brand, and redesigned responsive emails to create consistency and clarity across touchpoints.
Mapping
I analyzed existing email flows to uncover gaps and inconsistencies across touchpoints.
Building the system
Created a scalable email design system rooted in VR’s brand principles to unify tone and visuals.
Redesigning for Impact
Rebuilt responsive emails to ensure clarity, cohesion, and a seamless experience across all devices.
STARTING WITH MAPPING THE FLOWS AND EMAILS
The emails were originally built in Stripo, but VR was planning to move everything to Braze. Most of the existing templates were outdated and not responsive, so this shift became the perfect opportunity to rethink the entire email experience from the ground up.
To make the transition smoother, I built a new email UI system from scratch.
The old designs lacked structure and visual consistency, which made updates slow and error-prone. Creating a unified system ensured every email, from campaigns to automated flows, looked on-brand, stayed accessible, and could be easily adapted within Braze.
FINAL DESIGN
Everything was bought together into a cohesive system
Each email was fully responsive, visually aligned with VR’s brand, and optimized for Braze.
VALUE GENERATED
A 38.6% jump in click rate, hitting 5.7% and attributed conversions increased by 62.3%.
The rebranded emails were a big win, with some impressive results. This successful rebranding through email not only improved how loyal and engaged customers were but also led to more conversions and better email delivery for the VR brand.
Think we’d make a great team?
Hit me up!