Alan Johnson

OAK & About

We produce OAK & About, the email newsletter for Oakland International Airport sent to over 130K recipients. Since our team took over OAK & About at the start of 2022, the average open rate jumped from 25% to nearly 40%, well above the standard benchmark for newsletters.
Roles

Lead Designer, Lead Illustrator

Scope

Email Newsletter, Email Marketing, Template Design, Graphic Creation, Mailchimp

Creative Brief

A refreshed look

Oakland Airport wanted a brand refresh on the newsletter including a logo, fonts, colors, graphics and content ideas. They wanted the newsletter to feel contemporary, inspired, trustworthy and informative.

Create a template

We wanted to get a good structure that would be consistent every month. Clear typographic hierarchy with multiple header styles, different sections and sidebars for different types of content. As well as an easy header and footer that could be evergreen throughout all the newsletters.

Make it in Mailchimp

This newsletter had to work with the many constraints that email and Mailchimp have. Web-safe fallback fonts, 600px width content blocks, and limited layout options.

Create new graphics every month

As a team we have created graphics for over 3 years worth of monthly content. Each newsletter gets a new collage and color scheme to keep readers excited to open the next one in their inbox.

  OAK & About was awarded Best Newsletter by The Airports Council International

A Template Built to Last

The template created for OAK & About has undergone minor changes over the 3 years of running and has been successful in being a framework that allows customization for unique content. Each issue feels like it is a part of a set but gets custom graphics and colors to tell the story of each issue. If you want to see all issues or subscribe visit iflyoak.com/business/oak-about/.

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