Fanatics Email Design System
project type
Design System, Email Design
year
2026
my role
Design System Designer
client
Fanatics via DEPT®
A consistent email design system for Fanatics, consolidating existing triggered and marketing emails into one typography and padding system. A single shared set of text styles and clear spacing rules now serves both email types, helping designers build and review emails faster.
challenge
Across Fanatics’ emails, inconsistencies appeared even in the most fundamental design elements. Product images in triggered emails had no standardized dimensions, and typography, font sizes, spacing and padding varied from one email to another, often based on individual judgment rather than established rules, resulting in fragmented layouts and an uneven visual hierarchy. The issue was spotted within the team, and a design system was proposed to resolve it.
approach
A typography audit across triggered and marketing emails catalogued over 50 text styles by typeface, weight, size, line height and letter spacing. Similar styles were consolidated and tested across existing email modules, establishing a hierarchy of display, headline, body, product and CTA styles with desktop and mobile specifications, while keeping layouts largely unchanged. A padding system on an 8-point scale then set consistent spacing rules for each module, adapting from desktop to mobile. The system was handed over to email developers as a Figma file.
outcome
50+ text styles were consolidated into a single set of 35, shared across triggered and marketing emails (bold and regular counted separately). Clear typography and padding rules made designing and reviewing emails noticeably faster, removing the guesswork around spacing and font choices.
35
shared text styles, down from 50+
