Vélo Urbain’s newsletter redesign was built to do more than inform—it was designed to engage and convert. In response to U.S. tariffs, it was crucial to highlight that each bike is 100% Canadian-made, reassuring customers of their purchase. To achieve this, I structured the newsletter with studio-shot product modules, custom icons that break down essential selling points, and a bold main image that proudly sells the brand’s Canadian identity, ensuring buyers feel confident in their purchase.

To deepen engagement, I introduced the 365-day cycling challenge, transforming the email from a simple product showcase into a journey that inspires daily riding. The layout balances striking visuals with clear, compelling information, guiding the reader seamlessly from discovery to purchase. Every element works together to make Vélo Urbain feel more than just a brand—it’s a movement.