— Brand
Manchester City FC
— Sector
Sports
— Job title
Creative Designer
— Key Achievements
Lead brand creative
Increased ticket sales
Increased CTR
Increased conversion rates
About
Creating engaging and imaginative designs for weekly email newsletters for Manchester City FC was a frequent task while working for Milton Bayer, often under stringent time constraints. These designs required swift conversion into assets for the development team, with a particular emphasis on mobile responsiveness. The email modules predominantly featured dynamic content, adapting based on individual recipients' interests or preferences.
The deployment of these emails reached thousands of "Cityzens," and thorough testing on Litmus was conducted to guarantee functionality across diverse email clients and devices. Adherence to a crafted style guide played a crucial role in maintaining consistency across the work and within the agency.
Weekly Email Designs
Balancing brand tone and engagement in weekly sends
These weekly email designs were created to feel bold, engaging, and distinctly on-brand for Manchester City. I focused on a clean, modular layout that balances strong visual impact with clarity, making it easy for fans to scan, click, and engage. From competitions to club news and merchandise, each section is clearly defined and works seamlessly across devices.
I kept the tone energetic but approachable, using a consistent visual language rooted in the club’s identity. Every element, from imagery to iconography, was carefully chosen to drive interaction while feeling premium and polished.
The Core Email Categories
Driving ticket sales and user engagement
Cityzens Email Newsletter
These emails would go out as a general newsletter to anyone signed up on the MCFC database. Running competitions, quizzes and behind the scenes content exclusively to it Cityzens.
Hospitality Segment
These emails would hit users who have purchased tickets, or have shown an interest in match day hospitality. The aim of these emails were to encourage users to purchase the higher end “Tunnel Club” hospitality tickets.