International gym franchise Virgin Active required a simple, photo-led creative. This email creative was ‘the return’ of an old email design and development issue for myself: text over images. This is notoriously difficult to get all email clients to downscale gracefully in one send, but it was a challenge I accepted regardless! At the same time, the email of course needed to be responsive, and there was the delicate matter of respecting this enormous brand’s unbending brand guidelines. I achieved a successful build by dividing the main image into several containers which held parts of the text. This was cut in such a way as to ensure the wording ‘collapsed’ in the correct order when viewed on mobile, and didn’t chop up the model in the image.
