Kathmandu — Email Campaign Design
Seasonal Campaigns, Product Launches & Promotional Emails for a Premium Outdoor Retailer
The brief
Kathmandu is one of Australasia's most recognised outdoor and adventure brands — a premium retailer with a fiercely loyal customer base across Australia and New Zealand, built on technical performance gear and a genuine love of the outdoors.
As one of their senior email campaign designers, I worked across the full spectrum of their email marketing output: seasonal campaigns, new product range launches, promotional sale events, and their Summit Club member newsletters. Each email needed to balance Kathmandu's adventurous, aspirational brand voice with clear commercial intent — inspiring their audience while driving them toward a purchase or a click.
What we created
Working at senior level meant owning the campaign design from concept through to production-ready HTML build. Each email was crafted to feel consistent with the Kathmandu visual identity while being sub-branded appropriately for its campaign type — a Summit Club newsletter feels different to a Final Reductions sale email, even within the same brand system.
The campaigns spanned:
Seasonal campaign emails — summer and winter ranges, adventure-led content designed to inspire as much as sell
New product launch emails — technical gear introductions with product detail, feature callouts, and clear calls to action
Promotional sale emails — high-urgency campaign design for end of season sales, final reductions, and member-exclusive offers
Summit Club member newsletters — editorial-style emails blending product content with adventure inspiration, tips, and community stories
Every execution was built for a national audience across Australia and New Zealand — production-ready, on-brand, and optimised for performance across email clients and devices.
Why it matters for your business
Designing at Kathmandu scale means understanding how email marketing performs for a brand with genuine customer loyalty and high campaign frequency. How to keep a brand feeling fresh across dozens of campaigns a year. How to balance editorial inspiration with commercial conversion. How to build HTML emails that render flawlessly whether your customer opens them on a desktop in Sydney or a phone in Queenstown.
That same discipline and strategic thinking goes into every email project I take on — whether you're an outdoor retailer, a service business launching your first campaign, or a founder who just wants emails that actually get opened.
Scope: Senior email campaign design · Seasonal campaign creative · New product launch emails · Promotional sale campaigns · Summit Club member newsletters · HTML email production · Australia and New Zealand market
