Created: 05/21/13
Last Edited: 05/24/13
A pair of e-newsletters created to digitally market an up-and-coming international floral design magazine's Canadian edition, Fleur Créatif Canada. One EDM was an exercise in image-based digital mailers (light) and one was an exercise in basic HTML5 and CSS3 (dark).
  • Fleur Créatif is the foremost international magazine for those with an interest in high-end floral design. For this assignment, we were instructed to create two digital newsletters: one in split-image form and one in predominantly HTML5 and CSS3.
    Given that both formats allow for so much freedom in such varying ways, I decided to go in quite different directions with each EDM. The first, the light watercolor image-based EDM, was made to evoke a soft, delicate springtime effect, while also giving thematic credit to the handmade quality of a floral bouquet.
    The second, darker, code-based EDM was to be much simpler than the first, with more focus on legibility than craftiness, with more bold headlines and a no-nonsense grid format, while still retaining the simplicity and elegance that Fleur embodies within their existing designs.

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