When the British Film Institute (BFI) wanted to refresh its email communication, Clock worked closely with the marketing team to deliver a flexible solution for a complex set of needs.
The biggest challenge was to define a visual language that enabled the BFI to serve a vast array of different emails, of varying lengths to varying audiences – all in a way that would engage readers. Communications could include invitations to special events, booking details for London Film Festival, monthly newsletters, DVD and BFI Player releases, Southbank events and listings. BFI also wanted to bring the email design up to date and in line with their new brand direction. All of which needed to be accomplished within a very short deadline and on a tight budget.
Clock created a modular template, which allows the BFI editors to tailor the content of each email for their desired audience. The look of the new email is bold, simple and refined, ensuring that it’s easy for readers to digest. And of course, Clock’s responsive design means the emails are beautifully optimised across all devices.