Caring deeply about the value they provide for their customers – MoonMail is an email marketing tool based in Spain. From creating and designing templates to campaign analysis and performance, MoonMail provides high quality Amazon SES email marketing to their customers.


The opportunity to communicate the benefits

MoonMail approached us with a challenge to redesign their landing page and blog. The opportunity was to create a modern, aesthetically pleasing design while helping highlight and communicate MoonMail’s value proposition and core benefits. This redesign would coincide with a version 2 of their product which they were planning to release.

To create a new solution we identified areas that needed improvement:

Unclear calls to action
Language used was sometimes confusing
Value proposition wasn’t strongly communicated
Hierarchy of features were difficult to glance over
Lacking visual elements to show the tool
It was important that the new landing page include existing feature of the landing page (such as the price calculator), but also introduced new sections to help communicate version 2.

Uncovering the value of MoonMail

Together with MoonMail, we worked through a value uncovering questionnaire to help uncover what their value proposition is. This helped to understand MoonMails strengths, how they differ from competitors and who their customers are. The answers to these questions then became a foundation for what was important and what the goals were of the project.

Question included:

What does MoonMail do?
Who does MoonMail do it for?
Why did you start Moon Mail?
How do you differ from your competitors?
What are your goals?
What is your value proposition?

Content creation

One of the goals of the project was to ensure that the benefits of MoonMail were strongly communicated and easily understood. Together we worked on improving the copy and choosing messages that helped communicate the benefits of MoonMail.

Creative Process


Wireframes help to organise the information, structure and hierarchy of the site without being distracting by visual elements. After sketching some on paper, we picked the one that worked best and digitised it. We then identified obvious areas of improvements, making small tweaks and moving elements around to explore how it felt.


Visual Design

Visual design is where we give the utmost attention to detail. Hierarchy was of high importance during this phase and was carried out by a combination of balanced typography, scale and colour. We also suggested subtle transitions to help maintain attention of the user and highlight areas where they could interact.

The colour pattern consists of a clean, neutral colour scheme. A combination of green and blue are used as accent colours, where darker and lighter shades are used for balance.

The hero section of the landing page had to communicate the value proposition of MoonMail in a concise way, while also telling the story of MoonMail. The aesthetic design developed for the landing page was also carried through to a blog – a new venture for MoonMail. The blog allows MoonMail to categorise their posts, set feature images and encourages social sharing.

One goal was to include closer aligned visuals. We used illustrations to show the visual interface of MoonMail. These illustrations accompanied the features on the landing page and helped communicate the benefits of using MoonMail.


Style Guide

As we didn’t work on the technical side of this project, we made sure to create a thorough Style Guide for the developer at MoonMail. This included things such as typography rules, alignment, spacing, colour, states and styles.

Benefits typographyButtons


MoonMail’s new landing page is now live, which you can visit here. Thanks to Ivana and Alex at MoonMail for their contribution towards this project.

Do you have a product or software tool of your own that needs a landing page? Contact us for a quote.


Ivana Veljovic

Marketing manager of MoonMail

We liked working with Femke, who as a designer also understands business and marketing. When marketing and design correlate together, the overall message is twice as strong. She gave her best to understand our product and our users, so she was able to deliver exactly what we needed.

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Client: MoonMail

Start Date: 01/04/2016

End Date: 22/04/2016


  • Web design

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