Hertz Email Refresh
Brand
Hertz
Service
UIUX Design
As Hertz rebuilt its business following the pandemic, the brand partnered with GALE to rethink its CRM program, strengthen loyalty communications, and make smarter use of customer data. Working alongside the Creative and Art Directors, I helped refresh the visual design and component library, creating a more flexible foundation for personalized communications at a global scale.
The Approach
Developed a modular email system from the ground up that could adapt across different messages, audiences, and stages of the customer journey while aligning to the updated Hertz art direction. A big part of the refresh was rethinking the use of the brand’s signature yellow, introducing it more intentionally as an accent for key moments, calls to action, and hierarchy. Also rebalanced elements to improve readability and flexibility across light and dark modes.
The Outcome
Not every brand element in an identity needs to be turned all the way up. By giving the Hertz yellow more room to breathe, it became a stronger tool for directing attention. Paired with a new modular system, the refresh gave CRM communications greater flexibility while keeping the brand clear and consistent.