The thinking behind the departures

The S40 shoot has a really strong art direction, and I wanted to bring that same energy into the email. The dramatic lighting, close-up details, and athletic feel gave me a starting point for a design that reflects the quality of the bike. I took some liberties with the prescribed layout and styling to explore that direction, while keeping Mark’s words central.

• Photography as the layout. Placing the opening quote within the image brings Mark’s experience and the product together from the start.

• More contrast and scale. The white section gives the eye a break between darker images, while the oversized S40 treatment gives the bike a clear introduction.

• More expressive typography. Bold, condensed italic headlines bring a sense of movement and help distinguish the campaign copy from Mark’s words.

• A little mischief. The love-and-breakup language makes the trial feel approachable and follows the guide’s invitation to be a little playful.

I see this as an extension of the direction already present in the S40 assets. I’d love to discuss which elements could carry into a repeatable email template and how they’d fit your production workflow.