TfL

The context

TfL sends a bi-weekly newsletter to around 2.5 million subscribers, but the existing format was bland, highly formulaic, and overly copy-heavy.

The challenge

Design a flexible, modular email template capable of showcasing news, service updates, and offers in a more compelling and engaging way.

The solution

• Explored opportunities to incorporate personalised data to improve relevance and engagement.

• Investigated the use of immersive email technology to create a more interactive experience.

• Developed a suite of modular components to present information in clear, bite-sized sections without feeling repetitive or generic.

• Provided recommended copy lengths to ensure clarity, consistency, and scannability across modules.

• Supplied guidance for bespoke and one-off solus builds when greater creative flexibility was required.