Case Study — Dyson | joel.design

Floor Care

The deepest category by SKU count. Five years of cordless launches, every new model shipped to launch-day cadence.

In AEM: Localized US and Canada pages from the global UK toolkit. Promotional modules, seasonal hero refreshes, comparison flows.
In email: Launch emails, lifecycle drips, owner check-ins. Designed in Figma, build kits handed to CRM specialists. Tested in Email on Acid, then Litmus.
In Figma: Template libraries that helped the team turn NPDs around fast. A library of every product. Existing assets referenced in every brief.
At retail: Enhanced gallery sequences for 20+ third-party SKUs. Nordstrom needed its own specs. Compare charts for Best Buy and Crate & Barrel. The dyson.com team eventually requested resized versions for the .com gallery.

On dyson.com

The Floor Care category landing page. NPD launches, Dyson Week sweeps multiple times a year, PEAK-season banner programs. AEM build with the global UK toolkit as source of truth, adapted for US and Canadian launch beats.

dyson.com/vacuum-cleaners

A new, powerful way to wash hard floors — In email
Launch and lifecycle emails. Designed in Figma, handed off as build kits to the CRM team. Tested in Email on Acid, then Litmus. NPD sequences, anniversary sends, refurbished-program drips, owner check-ins, accessory cross-sells.

01-61GyMoWY2jL — Across channels
The Figma template libraries I built and maintained for floor care. A library of every product. Existing assets referenced in briefs. NPDs faster to ship, retail templates ready when the next launch hit.

02-71i6cd0XFVL — Across channels
The Figma template libraries I built and maintained for floor care. A library of every product. Existing assets referenced in briefs. NPDs faster to ship, retail templates ready when the next launch hit.

Beauty

Product launches, color drops, tutorials, refurbished pushes. Same template-library workflow, more SKUs and more colorways than any other line.

In AEM: Color drops, gift-guide takeovers, Mother’s Day refreshes, salon-channel positioning. Variant updates around every launch.
In email: Launch emails for every NPD. Color-drop announcements. Pro-stylist sends for the salon equipment. Designed in Figma, build kits handed to CRM.
In Figma: Master template files for the hair-care line. Feature callouts and how-to-use frames designed once, reused across every retailer.
At retail: Enhanced gallery sequences for Supersonic, Airwrap variants, Airstrait, Corrale, plus the formulations once they shipped. Across Amazon, Nordstrom, and the dyson.com gallery.

On dyson.com

The Hair Care category landing page. Too many colorways to count by the end. Gift-guide takeovers, Mother’s Day refreshes, salon-channel positioning modules, PEAK programs. Designs started in Figma and flowed into the AEM build pipeline.

dyson.com/hair-care

New: Dyson Omega Nourishing collection — In email
Color-drop announcements, NPD launches, gift-guide nurture flows, pro-stylist sends for the salon line. Designed in Figma, handed to CRM as build kits, tested across clients in Email on Acid and Litmus.

01-6145gmqOHyL — Across channels
The Figma template libraries for hair care. Same shape as floor care: every product, every color variant, every launch component. The category that scaled fastest at retail.

02-81g+9kYA2LL — Across channels
The Figma template libraries for hair care. Same shape as floor care: every product, every color variant, every launch component. The category that scaled fastest at retail.

Environmental

Air-treatment launches plus the seasonal allergy and wildfire pushes. Most ran on regional triggers.

In AEM: Sub-model navigation, comparison flow, the wildfire-air-quality seasonal banner that activated for affected regions.
In email: Allergy-season campaigns triggered by regional pollen forecasts. Wildfire alerts targeted to affected zones. NPD launch sequences. Filter-replacement reminder cadences.
In Figma: Master template files for the full purifier line. Feature callouts, model variants, and the air-quality story designed once and reused.
At retail: Enhanced gallery sequences across the purifier line: TP07, HP09, BP03, HushJet, AM09, PC1, and more. Compare charts for Best Buy and Crate & Barrel.

On dyson.com

The Air Treatment category landing page. Sub-model navigation for purifiers, fans, and humidifiers. The why-Dyson-air comparison flow. The wildfire-air-quality awareness banner that activated seasonally for affected regions.

dyson.com/air-treatment

Take control of your home this allergy season — In email
Allergy-season campaigns triggered by regional pollen forecasts. Wildfire air-quality alerts targeting affected zones. NPD launch sequences (Big Quiet Formaldehyde was one of them). Filter-replacement reminder cadences that ran on owner-registration data.

01-61V+YJF8UrL — Across channels
Enhanced gallery imagery for both third-party retail and the dyson.com gallery. Feature callouts, model variants, the air-quality story told frame by frame.

02-71fsFq6gOgL — Across channels
Enhanced gallery imagery for both third-party retail and the dyson.com gallery. Feature callouts, model variants, the air-quality story told frame by frame.

Wearables

New category for the team. Zone in 2022, OnTrac retail in 2024. US and Canada colorway logic that didn’t exist anywhere else in the line.

In AEM: New site nav built when Zone launched in 2022. OnTrac colorway variants. Cap-and-cushion configurator. Accessory cross-sell.
In email: OnTrac launch sequence. Zone retirement comms. Customization-program sends pushing accessory and color combinations.
In Figma: Master template files for OnTrac and Zone. Colorway variants built once and fed straight into AEM and retail.
At retail: Enhanced gallery sequences for the full OnTrac and Zone lineup at Amazon, plus the OnTrac customization combinations.

On dyson.com

The Headphones category page. New site nav built when the category launched in 2022. OnTrac colorway lineup (Cinnabar, Black Nickel, CNC Copper, CNC Aluminum), Zone-to-OnTrac transition messaging, accessory cross-sell, the cap-and-cushion configurator.

dyson.com/headphones

New Dyson OnTrac headphones, out now — In email
OnTrac launch sequence. Zone retirement comms. Colorway-drop announcements. Customization-program sends pushing accessory and color combinations. New category meant building the email vocabulary for headphones for the first time.

01-61zm1wme7gL — Across channels
Enhanced gallery imagery for OnTrac and Zone, built off the same template-library pattern as the rest of the line.

02-71Tpspy94kL — Across channels
Enhanced gallery imagery for OnTrac and Zone, built off the same template-library pattern as the rest of the line.

Art Direction

Art direction for the Airblade 9kJ sustainability campaign and the Beauty hair-care flatlays.

Storyboarded: Photoshopped the video artboards for the Airblade 9kJ sustainability shoot. The campaign covered carbon, waste, and cost.
Designed: The display banner set. One creative route each for carbon, waste, and cost, built across every standard size.
Art-directed: Beauty flatlay photography for the hair-care line. Two concepts: under-glass and black-reflection.

Airblade · in motion

Spots from the Airblade 9kJ sustainability campaign.
The shoot covered carbon, waste, and cost.

Airblade · in display

Animated banners from the same campaign. The waste route runs live below.

Dyson.

Dyson