From an informal brief to a finished email, in six languages

The starting point

Every newsletter, launch or reminder was a new design, made by hand in Figma and then rebuilt for the email platform. It took time, and the brand writes to customers in six languages.

How the engine works

• The team writes a brief the way they’d write to a colleague: what the email is about, the offer, the tone. Informal is fine.
• The engine recognises the type of email, such as a welcome, a product launch or a cart reminder, and picks the matching layout formula.
• It writes the copy and assembles the email from a library of ten modular blocks, following the brand guide.
• Once the first version is approved, it produces the other languages and rewrites every product link to the right language version of the store.
• With each email it lists what a person should check before importing: images to replace, links to confirm.

Why it holds up

AI writes the copy. What keeps the result on brand is the system around it, and that’s the part I built: a brand guide reverse-engineered from the emails and material the brand already had (colours, type, the rhythm of dark and light sections, buttons, image sizes), the block library, the layout formulas and HTML written to Klaviyo’s standards, so it imports cleanly and holds up on phones.