Chad Ballew
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Purina  ·  Email Design

Purina Pro Plan

Email user journey design for one of the world's leading pet nutrition brands. Four snapshots across the Purina product lineup, each crafted end-to-end in Figma.

Client
Purina
My Role
Art Director
Scope
Email Design · UX · Motion
Agency
Tandem Theory
The Brief

Every touchpoint
by design.

Purina's product lineup spans more than 50 brands, each with its own audience and voice. As Art Director at Tandem Theory, the work was designing complete email user journeys from scratch in Figma, with each email representing a distinct snapshot across that lineup.

Each journey was designed with its own purpose, tone, and call to action, all while maintaining the visual consistency of one of the world's most recognized pet nutrition brands.

Email design demands precision that's easy to underestimate: pixel-perfect layouts tested across dozens of clients, dark mode compatibility, mobile-first thinking, and components built for efficient handoff and iteration.

Scope of Work

  • Full email user journey design across 4 campaign touchpoints
  • End-to-end design and component systems built in Figma
  • Mobile-first, multi-client compatible layout design
  • Motion and animated content integrated into campaign creative
  • Brand-aligned across Purina's portfolio of 50+ pet nutrition brands
4
Email Touchpoints
100%
Figma End-to-End
50+
Purina Brands
3×
CTR vs Single-Send
Email Journey

Four products,
four journeys.

Each email represents a snapshot of a user journey designed for a different product in the Purina lineup. Same brand system, different audience, different story to tell.

Purina Pro Plan animated campaign creative
Campaign Creative
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