TIDAL Emails & Social – Ionut Radulescu

TIDAL Emails & Social

This is an email brand style guide designed to evolve TIDAL’s visual language across various types of
newsletters and social channels. From regular email campaigns to sales and editorials, the design system is
vibrant, playful, and robust, addressing various creative needs and applications.

I evolved the visual language by introducing flexible and impactful templates, a new serif typeface,
and graphic treatments dotted with handmade details.

The style guide also offers guidance on how to build the emails in Klaviyo to ensure brand consistency.

This is an email brand style guide designed to evolve TIDAL’s visual language across
various types of newsletters and social channels.

From regular email campaigns to sales and editorials, the design system is vibrant, playful,
and robust, addressing various creative needs and applications.

I evolved the visual language by introducing flexible and impactful templates, a new
serif typeface, and graphic treatments dotted with handmade details.

The style guide also offers guidance on how to build the emails in Klaviyo to ensure
brand consistency.

This is an email brand style guide designed to evolve TIDAL’s visual language across various types of newsletters and social channels.

From regular email campaigns to sales and editorials, the design system is vibrant, playful, and robust, addressing various creative needs and applications.

I evolved the visual language by introducing flexible and impactful templates, a new serif typeface, and graphic treatments dotted with handmade details.

The style guide also offers guidance on how to build the emails in Klaviyo to ensure brand consistency.

This is an email brand style guide designed to evolve TIDAL’s visual language across various types of newsletters and social channels.

From regular email campaigns to sales and editorials, the design system is vibrant, playful, and robust, addressing various creative needs and applications.

I evolved the visual language by introducing flexible and impactful templates, a new serif typeface, and graphic treatments dotted with handmade details.

The style guide also offers guidance on how to build the emails in Klaviyo to ensure brand consistency.

The design system was expanded by adding an expressive and versatile serif typeface to complement the existing sans-serif, Styrene.
Roslindale adds character to the brand identity while being flexible across different weights adding visual vibrancy.
It offers the perfect balance between functionality and elegance with a soft nostalgic tone.

TIDAL FACTORY EMAILS
Series of emails showcasing TIDAL’s NYC Rochester factory, a behind-the-scenes series of each step of making their flip flops.

Videos from left to right:
Step I: Molding · Step II: Trimming · Step III: Strap Making · Step IV: Washing · Step V: Printing · Step VI: Assembly.
These were created by Baby House New York.

VARIOUS EMAIL CAMPAIGNS
Series of email campaigns that helped the brand feel fun, exciting, and diverse in its visual storytelling.

EDITORIAL EMAIL CAMPAIGNS
These selected editorial campaigns were designed with a different header to stand out and encompass the different
types of stories from Style in Context, Big Picture, In The Wild, etc.

Selected social assets

These are a series of social assets designed as part of the evolved email brand style guide.

EARTH MONTH
An example of a creative social suite focused on Earth Month designed as a glossary.
The goal was to make it fun while being informative.

ROLE: Graphic Design, Illustration & Art Direction
CLIENT: TIDAL New York
CREATIVE DIRECTION: Carly Aimi & Ben Dunmore
CONTENT: All media belongs to TIDAL New York,
SELECT VIDEOS & IMAGERY: Baby House New York

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