Designing Versatile Email Heroes for Different Audience Needs
Objective: As part of Premier Inn’s weekly ECRM programme, I regularly design email hero banners targeting a range of customer segments, from families booking short breaks to business travellers and value-driven leisure bookers. My goal is always to create compelling, conversion-focused visuals that align with brand standards while resonating with specific audiences.
The Challenge: Depending on the audience and messaging strategy, hero visuals must shift tone and emphasis. Photography-led heroes capture emotion and inspire travel through authentic moments, value-led heroes focus on bold typography to communicate discounts and urgency, and hybrid approaches combine key visuals with strong price messaging to balance inspiration and clarity.
My role focused on the visual concepting and design of the hero banners, working closely with copywriters and developers to ensure message hierarchy, contrast, and layout were optimised for both desktop and mobile. I also made sure each design was accessible and aligned with campaign and brand goals.