SUMMARY: Led the transformation of Farmer’s Fridge’s email and digital marketing program, introducing a modular design system that supported massive scale and brand consistency.
CHALLENGE
When I first joined Farmer’s Fridge, we were sending out a single email per month—far from enough to support the ambitious launch of our DTC delivery program during the height of the pandemic. We needed to drive traffic, build awareness, and create a sustainable revenue stream fast. However, the existing design system was outdated and lacked the flexibility for rapid iteration or digital scaling.
When I first joined Farmer’s Fridge, we were sending out a single email per month—far from enough to support the ambitious launch of our DTC delivery program during the height of the pandemic. We needed to drive traffic, build awareness, and create a sustainable revenue stream fast. However, the existing design system was outdated and lacked the flexibility for rapid iteration or digital scaling.
To meet these demands, I needed to overhaul our approach to email and digital marketing, crafting a design system that could not only scale to 4–5 emails per week but also support SMS, push notifications, and paid media across channels like Instagram, Facebook, and Pinterest.
SOLUTION
I reimagined the design language for our digital communications, introducing a modular, ADA-compliant system that allowed for rapid iteration and easy customization. This involved:
I reimagined the design language for our digital communications, introducing a modular, ADA-compliant system that allowed for rapid iteration and easy customization. This involved:
Designing 150+ unique email templates that embraced clean lines, clear typography, and accessible color contrast.
Building out components for SMS, push notifications, and paid media, ensuring consistent brand storytelling across platforms.
Establishing a scalable design library that empowered our marketing team to create on-brand assets faster, driving alignment between email, social, and display campaigns.
The new system wasn't just a facelift—it was a structural shift that enabled us to go from one email a month to 4–5 per week without sacrificing quality or consistency.
OUTCOME
The impact was significant:
The impact was significant:
Generated $10M+ in revenue from email campaigns alone, reaching over 300K customers.
Supported the DTC launch during the pandemic, contributing directly to business recovery and growth.
Enabled 20x more digital touchpoints across email, SMS, push, and paid social—expanding reach and reinforcing brand visibility.
Improved brand consistency and messaging clarity across all digital platforms.
REFLECTION
Leading this transformation taught me the true power of design scalability. What started as a survival mechanism for the business evolved into a well-oiled marketing machine, contributing directly to revenue and brand recognition. Most importantly, it demonstrated how thoughtful design—when paired with the right strategy—can be a force multiplier for growth.
Leading this transformation taught me the true power of design scalability. What started as a survival mechanism for the business evolved into a well-oiled marketing machine, contributing directly to revenue and brand recognition. Most importantly, it demonstrated how thoughtful design—when paired with the right strategy—can be a force multiplier for growth.
