INSTAX Email Program
Program Strategy:
Janette Mochnaz
Senior Producer:
Kassandra Cook
Copywriter:
Dan Carpenter
Creative Director:
Tim Petrochko
Art Director:
Mike Heighway
Designer:
Mary Kate Schaefer
Designer:
Jonelly Sharp
Email is one of the most consistent and visible touchpoints for INSTAX, Fujifilm's instant photography brand. In the U.S. and Canadian markets, it supports product launches, promotions, lifecycle messaging, and ongoing brand storytelling.
When the program moved in-house, the opportunity wasn’t simply to improve individual sends. The focus was on bringing structure, clarity, and creative standards to a channel that had become reactive and uneven, and on building a system that could support the brand reliably over time.
The work centered on establishing a clear creative point of view for email, aligning design and messaging with the INSTAX brand, and creating a program that was planned, repeatable, and trusted by the business, leading to a 32% increase in open rates, year over year, and a 234% increase in click-to-open rates.
Creative and
Brand System
for Email
To bring consistency and clarity to the INSTAX email program, we designed a flexible creative system that could support a wide range of messages without feeling repetitive or rigid. The focus was on a clear visual point of view, strong typographic hierarchy, and modular components that adapted to each email’s needs while staying unmistakably on brand. The system enabled better planning, more efficient workflows, and a consistently high bar for design quality across every send.
Program Strategy and Structure
When our team took ownership of the INSTAX email program, it was functioning as a series of one-off sends rather than a planned channel. Emails were reactive, inconsistent in design and brand expression, and lacked a clear strategy or creative framework.
We restructured the program around a planned calendar, defining a clear cadence to support product launches, promotions, and seasonal moments. This created space to think strategically about content and creative rather than rushing execution from send to send.
At the same time, we established a shared creative system for email. Layout, hierarchy, and visual language were designed to feel cohesive across campaigns while remaining flexible enough to evolve. Ownership and review were clarified across creative direction, design, and stakeholder input, allowing the program to move faster without sacrificing quality.
As a result, email shifted from an ad hoc marketing output into a dependable, well-governed part of the INSTAX brand ecosystem..
+32%
Email open rate, year over year
+234%
click-to-open rate, year over year
Outcomes and Impact
Once the program shifted to a planned, system-led model, email stopped behaving as a collection of disconnected executions and began functioning as a cohesive, brand-aligned part of the INSTAX experience.
The performance reflected the shift: a 32% increase in open rates and a 234% increase in click-to-open rates, year over year. But the more lasting impact was operational. Planning replaced last-minute churn. Creative quality improved without slowing speed. Stakeholders gained confidence in email as a dependable, well-governed channel, and the program became a model for how creative systems can quietly transform a brand's relationship with its audience.
Selected work
