PAYPAL PARIS SWEEPSTAKES CAMPAIGN EMAIL
Art Director, Visual Designer,
UI Design
PayPal was one of our clients at Moosylvania
and asked a few designers to provide options
to the email campaign for one to be chosen.
Designed a campaign email selected from three competing directions by balancing brand consistency with new visual exploration to drive engagement without sacrificing clarity.
Role: Art Director, Visual Designer
Scope: Email UX, Campaign design, responsive layouts
Context: Internal Design Exploration across multiple directions.
Outcome: Selected as final direction.
Timeline: 1 Week
Tools: Adobe Photoshop, Responsive Web, PayPal Design System
Why It Mattered
I was given the middle ground position between experimentation and familiarity.
Key decisions:
1. Extend the brand, don’t replace it
→ Introduced new visual elements while retaining core PayPal icons and structure
2. Prioritize clarity within creativity
→ Ensured messaging and calls to action remained immediately scannable
3. Design for trust in a promotional context
→ Maintained recognizable patterns so users still felt confident interacting with the email
This campaign required exploring new creative directions while staying grounded in PayPal’s established brand system. The goal was to create an engaging promotional experience that stood out visually without losing clarity, trust, or recognizability.
My Approach
The Challenge
The team explored three distinct creative directions:
Highly illustrative — visually expressive but risked deviating from PayPal’s core brand identity
Strict brand system — consistent but lacked excitement for a campaign moment
Balanced approach (my direction) — introduced new visual elements while retaining recognizable brand components
The challenge was to find a direction that could feel fresh and engaging while still aligning with PayPal’s established visual language.
