Pictet wanted to extend the visual language established in the Pictet.com redesign into its client communications—specifically email. In my role as senior designer at Scheybeler+company, I helped develop a modular system of components that could be bolted together in countless combinations to meet the specific needs of each message. I also advised Pictet on the technical solution needed to replace their old method of BCC’ing recipients.
The project began as a pilot focused on the needs of the Pictet Asset Management team in Paris. After auditing the emails they were sending and identifying repeated patterns of content, we proposed a system where each type of data lived in its own module or frame—creating a clean, linear structure that made emails easier to follow and understand. The design supports both personalised and generic correspondence, and took the bold step of stripping out many typical newsletter elements, including traditional branding and standard email furniture.