Designing the supporter journey for California's kids
Children Now mobilizes thousands of parents, educators, and advocates through The Children's Movement — a supporter base built and sustained largely through email. Drawing on my time designing for the organization, I created this self-initiated concept exploring how lifecycle marketing principles translate to nonprofit advocacy.
I designed five sample emails spanning the full supporter lifecycle — activation, engagement, conversion, retention, and win-back — built on a token-based color system with light and dark modes, a reusable component library, and production specs for responsive email at 640px and mobile widths.
The result is a cohesive system where each email adapts its layout to its job in the journey: from a hero-led welcome to a stripped-down, single-CTA win-back — demonstrating how design systems thinking scales across an entire CRM program, not just a single send.
Client: Personal, 2026
Art Direction & Design: Jose Murillo
