Toyota Corolla Cross Launch
Client: Toyota
Role: Art Director, Designer
Agency: RAPP
Scope: Email
Year: 2019
For 2019, Toyota added an all-new crossover to their lineup, the Corolla Cross. For a vehicle that caters to independent young adults at the beginning of their careers and empty-nesters rediscovering their identity, we developed a two-touch email that showcases how this vehicle gives their drivers room for more. Through engaging visuals and personalized messaging, we highlighted the Corolla Cross's versatility and modern features, making it the perfect fit for those seeking both adventure and practicality in their daily lives.
To highlight the versatility of the first-ever Corolla Cross, I developed an email design system rooted in a personal, journal-inspired aesthetic. By integrating custom doodle illustrations and handwritten notes, the creative serves as a high-touch guide that points out specific features in a way that feels organic and lived-in. This brand-first approach moves away from standard automotive photography, instead using playful storytelling to show how the vehicle fits seamlessly into the user’s daily life and adventures.
Email 1: This first email introduces the vehicle and establishes the visual language of the campaign—bold headlines, warm color blocking, and the journal-inspired doodle system at work. The creative leads with space and versatility, using the cargo narrative as an entry point before walking users through exterior design, capability, and tech features, each section with its own CTA driving deeper exploration on Toyota.com.
Email 2: The second email shifts from introduction to consideration, moving users closer to a decision. Using the same journal-inspired visuals, it pivots the content toward interior comfort, cargo utility, and safety, then seals it with a prominent offers module presenting lease, finance, and cash options side by side. The email closes the case for ownership without losing the warmth established in email 1.
