Client: Vessel is a dinnerware and home-goods company known for offering a unique, elegantly-designed selection of plates, bowls, and glassware.

Audience: Men and women, ages 28-45, who are new homeowners. They have outgrown the instability of young adulthood and are more interested in investing in experiences and products that reflect their quieter, steadier lifestyles.

Tone: Warm, soft, personal, reassuring, reflective.

Challenge: Create a promotional email that inspires emotional impact and connects subscribers with the company’s brand values.

Strategy: I chose a longer narrative format that would take time to read thus creating an immersive experience for connection to build between the company and their subscribers. To make the email read as a relevant and natural extension of the company’s marketing, I used the title “The Dinner Table” and focused on embedding the brand’s products (placemats, forks, etc) and values (“slower,” “savorer,” “suspended time,” etc) into the story. I included a poem excerpt to hint at the mood/feel of the email and to create intrigue. To remain promotional within a more emotionally resonant email, I made the call-to-action less commanding (Buy Now) and more invitational (“Set your table…”).