Problem: The brief was to make the welcome series speak to what customers actually feel during two key moments, Registration and Introduction, by giving them clearer guidance through the registration process and putting Proof front and center across every email. The original three emails didn't do either. They confirmed account steps but never explained what was happening or why, and Proof barely showed up until the account was already live.

Solution: I addressed both parts of the brief directly. For clarity, I revised the first three emails so each step explains what's happening and why, while keeping the structure customers were already used to. For Proof's presence, I added a fourth email that only sends once the account is live, built entirely around Proof's benefits and getting that first order. I also created GIFs throughout so all four emails feel like one connected experience instead of a handoff between two different brands.