Case 04 · Email Design System
Localization at Scale
Global rules. China-ready reading.
I translated a global email framework into a China-ready system: the same brand promise, rebuilt for a denser reading rhythm.
What the brief actually required
Global guidance created a coherent email experience. China seller communications had to carry more operational detail in every send. A literal localization would preserve the words but lose the reading experience.
Long Chinese emails needed to support scanning, comparison and action without feeling fragmented—or looking like unofficial communication. The design problem: keep global consistency while making high-density information feel native to Chinese readers.
Preserve the system. Change the reading rhythm.
I separated global non-negotiables from the choices that needed to respond to local language, content density and action habits.
Keep vs adapt
Brand palette and recognisable cues · accessible colour contrast and clear hierarchy · left-aligned body copy and consistent CTAs · a repeatable review standard for every sender.
Microsoft YaHei for dependable Chinese rendering · tighter type and spacing rules for information-rich copy · anchor links, progress visuals and tables for fast scanning · QR codes and WeCom entry points beside web actions.
Compress without crowding
I treated density as an information-architecture problem rather than a request to shrink everything. The system establishes a predictable reading axis, then uses spacing and interaction cues to tell sellers what to read first, what is supporting detail and where to act.
Flush-left copy makes long Chinese paragraphs easier to track.
20px headlines, 14px body and 12px notes keep priority visible.
30px separates major actions; 10px connects supporting information.
Anchors, progress steps and illustrations reveal the email at a glance.
Make the system reusable
Individual emails were outputs. What teams needed was a shared design language they could apply every day.
I consolidated global brand, Sky and Prime guidance into one CNGS email source of truth, then specified how it behaves in Chinese across colour, typography, layout and components.
From a file to design governance
The guide became a reference for email owners, business teams, POCs and vendors, making the quality bar visible before review.
How it holds up
One reference for creating and reviewing every CNGS email asset.
Approved headers, CTAs, QR modules, tables and content structures.
Feedback moves from subjective preference to explicit system rules.
At this scale, consistency is what keeps an information-dense email feeling clear, official and trustworthy.