PETER ALEXANDER
EMAIL MARKETING DESIGN
The brief
Peter Alexander is one of Australia's most iconic retail brands — known for playful, personality-packed pyjamas and a fiercely loyal customer base. Their email marketing needed to match that energy: visually bold, campaign-led, and designed to drive traffic directly to new product ranges.
As part of their ongoing email marketing support, I developed a campaign direction that would capture attention in a crowded inbox and convert browsers into buyers.
What we created
The campaign leaned into Peter Alexander's signature sense of fun — using animation as a tool to create visual interest and movement, with a nod to slapstick humour that felt completely on-brand. The animated emails were designed to stop the scroll and reward the click.
From the initial email direction, we built out a full digital lookbook with image-mapped products linking directly through to shoppable items on the website. Every element was designed to make the journey from email to checkout as seamless and tempting as possible.
The deliverables
Scope: Animated HTML email campaign design · Campaign art direction · Digital lookbook design · Image mapping and shoppable product integration · Ongoing email template design
Why it matters for your business
Working at Peter Alexander scale means understanding how retail email marketing actually performs — how to balance brand personality with conversion intent, how animation drives click-through rates, and how to build a campaign direction that scales across a product range. That's the same strategic thinking I bring to every email marketing project, whether you're a national retailer or a founder just getting started.
