MLSE Sports Email Rebrand
Studio: Conversion Digital
Project Manager: Mark Delost
Art Director: Stefan Sarmiento
Designer: Yue Yin
Maple Leaf Sports & Entertainment is a professional sports company that owns brands such as the Maple Leafs, Raptors and Toronto FC. Our team was asked to redesign the entire email platform for all teams. This included member welcomes, insider newsletters, ticket offers, member payment, surveys, gift guides, limited edition launches, game schedules and ticket pre-sales.
The main template was a weekly newsletter sent to subscribed insiders for all sports teams. Our main problem was that each team template needed to be similar for deployment purposes (with 100+ deployments sent each month) but had to stand on its own under each team's brand.
Our solution was a minimal design that could house each post. We split these posts into three levels of hierarchy: a full-size block for the most important pieces like heroes, half-size blocks for secondary but still important info and quarter-size for items like sponsored content and contests/giveaways.
Another main component of this rebrand was emails announcing last-minute ticket sales before every game. Since these emails would be sent frequently, we decided to focus on the players fans would be attending to see. Each email would rotate through player images to keep it from looking stale.
