Art direction of Onatera's email campaign programme across the whole 2021-2025 period. Promotional campaigns, seasonal key moments and product editorials: a steady stream of emails to design and produce, while leading a team of five designers and one photographer.
Onatera, the French natural-products expert since 2014: food supplements, aromatherapy, beauty, nutrition. A broad catalogue, key moments all year round (spring detox, back-to-school, winter, holidays) and a customer base to keep engaged continuously.
The email campaign programme is the steady stream that keeps the brand alive between purchases: promotions, new products, health and wellness editorials, seasonal moments. High volume, a steady pace, and a constant requirement: every email must stay recognisable, polished, faithful to a brand that takes its image seriously.
As art director, I led the visual line of this emailing and the production with the team: five designers and one photographer. The challenge wasn't just to produce fast, but to hold a consistent quality level across dozens of campaigns a month, without the pace crushing the craft.
Every campaign had to say something: a benefit, a season, a routine. Polished photography, clean product highlighting, a consistent editorial tone. The email wasn't a catalogue in disguise, but an extension of the brand.
With five designers and a high pace, clear reference points were essential: recurring block structures, framed photo treatments, layout rules. A shared framework that leaves room for ideas without starting from scratch on every send.
Detox, back-to-school, holidays, clearance: very different contexts, one same visual signature. The customer had to recognise Onatera at first glance, whether it was an aggressive promo or a calm editorial on sleep.
Product promotions, multi-step beauty routines, focus on a single active ingredient, seasonal cures, wellness editorials: the programme covered a wide range of formats. Each with its own codes, all tied together by the same visual standard.
Clear highlighting of a product or offer, with an immediate benefit and a sharp call to action. Commercial efficiency without going garish: the promo stays dressed in the brand's colours.
Longer emails, built as journeys: a two-step skin routine, sleep advice, focus on an active ingredient. Here the email educates and positions the brand as an expert, not just a seller.
Spring detox, summer cures, end-of-year moments: campaigns paced by the calendar, with a treatment that marks the occasion while keeping Onatera's visual thread from one season to the next.
Dozens of campaigns a month, a brand recognisable on every send.
Project carried out as in-house Art Director at Onatera (permanent role, 2021-2025), leading a team of five designers and one photographer. Visuals and brand reproduced with permission. All rights to the brand, logo and original visuals remain the property of Onatera.
Sending a lot, but every campaign starts from a blank page? Let's look together at how to hold the pace without losing quality. Drop me a line.
Get in touch