Redesigning a Singapore Airlines email
This is my redesign of a Singapore Airlines marketing email. It is not endorsed by the brand.
I’ve been a subscriber of Singapore Airlines’ mailing list for years and have always felt that their emails could be designed better. Scanning through the archives in my Inbox, I realised that they’ve been using the same template for the last 4 years.
From misaligned buttons to claustrophobic leading, the design is a far cry from its premium branding. There’s also a stark contrast in visuals between their marketing emails and their website:
Drawing inspiration from their website, I’ve picked out one of their recent emails to redesign:
Overall look
To keep the visual experience consistent from email to website, I’m using Singapore Airlines’ midnight blue as the primary colour and orange gold as the secondary call-to-action colour. I’ve also introduced human elements to the campaign images for a personal, emotive touch.
Typography
I’ve chosen sentence case for headlines to make them more elegant and less “shouty”, and a wider leading for better legibility.
Iconography
The icons in the original design didn’t provide much value to the overall experience. I’ve reduced the icons to just one — a plane to represent ‘Book now’.
Images
I’ve gone with iStock for wallet-friendly, royalty-free photos, choosing only the ones with a consistent warm yellow hue to complement the secondary colour. Featured destinations are accompanied with images, while other deals are listed below them with prices.
Footer
A little reorganisation of the footer content helps to tidy up the design.
Final mockup
Here’s the redesigned SQ marketing email.
