Email Design

Grundéns emails needed a new life. When I came on, the sends were flat — product was underrepresented, storytelling was thin, and the campaigns weren't doing justice to gear built for serious commercial fishermen and hardcore anglers.

I overhauled that. The work became about bringing the product to the foreground — leading with technical details, material callouts, and the features that actually matter to someone spending twelve hours in the elements. Waterproof ratings, reinforced seams, Gore-Tex construction — the kind of specificity that builds trust with an audience that knows their kit.

As new products came in, I built the email framework to support them properly: launches that felt like launches, not just announcements. Each send was designed to carry the full weight of the product story. The goal was cohesion across a release, so that every touchpoint reinforced the same message and moved the customer deeper into the line.

Grundéns makes gear for people who don't compromise on the water. The emails needed to reflect that same standard.