This case study documents the MTRX rebrand and email-system redesign. Specific operational details have been simplified where appropriate.
MTRX × VR Group: Rebranding Email for Loyalty
MTRX × VR Group: Rebranding Email for Loyalty
Timeline
3 months
Role
CX Designer
Team
With Vy Phan
Figma, Braze, Stripo
BACKGROUND
Following its acquisition by VR Group, MTRX rebranded to match the global VR identity.
PROBLEM
Following its acquisition by VR Group, MTRX rebranded to match the global VR identity. The challenge was to create a seamless transition for existing customers, broaden the brand’s appeal, retain loyalty, and improve conversion through effective communication.
PROBLEM
Following its acquisition by VR Group, MTRX rebranded to match the global VR identity. The challenge was to create a seamless transition for existing customers, broaden the brand’s appeal, retain loyalty, and improve conversion through effective communication.
INSIGHTS
I mapped existing email flows in , built a new design system aligned with VR’s brand, and redesigned responsive emails to create consistency and clarity across touchpoints.
SOLUTION
Most templates were outdated and not responsive. The rebrand could not succeed as a visual change alone; the underlying lifecycle system had to become consistent and flexible.
To make the transition smoother, I built a new email UI system from scratch.
The old designs lacked structure and visual consistency, which made updates slow and error-prone. Creating a unified system ensured every email, from campaigns to automated flows, looked on-brand, stayed accessible, and could be easily adapted within Braze.
Everything was brought together into a cohesive system. Each email was fully responsive, visually aligned with VR’s brand, and optimised for Braze.
From fragmented templates to a cohesive lifecycle system
IMPACT
The rebranded email ecosystem improved the customer experience and turned the brand transition into measurable engagement and conversion gains.
Engagem: t uplift Click rate increased by 38.6%, reaching 5.7%.
Conversion growth: Attributed conversions increased by 62.3% after the redesign.
Stronger loyalty: A consistent, on-brand and responsive email experience.
LEARNINGS
Design Learnings & Iterations
A rebrand is not only a new visual identity. For customers, it is a sequence of moments across channels. Building the system first made it possible to deliver the new VR identity with clarity, continuity, and lasting operational value.
Wanna ride this wave with me?
Hit me up!
Wanna ride this wave with me?
Hit me up!
MTRX × VR Group: Rebranding Email for Loyalty
Timeline
3 months
Role
CX Designer
Team
With Vy Phan
Tools
Figma, Braze, Stripo
BACKGROUND
Following its acquisition by VR Group, MTRX rebranded to match the global VR identity.
PROBLEM
Following its acquisition by VR Group, MTRX rebranded to match the global VR identity. The challenge was to create a seamless transition for existing customers, broaden the brand’s appeal, retain loyalty, and improve conversion through effective communication.
INSIGHTS
I mapped existing email flows in , built a new design system aligned with VR’s brand, and redesigned responsive emails to create consistency and clarity across touchpoints.
SOLUTION
Most templates were outdated and not responsive. The rebrand could not succeed as a visual change alone; the underlying lifecycle system had to become consistent and flexible.
To make the transition smoother, I built a new email UI system from scratch.
The old designs lacked structure and visual consistency, which made updates slow and error-prone. Creating a unified system ensured every email, from campaigns to automated flows, looked on-brand, stayed accessible, and could be easily adapted within Braze.
Everything was brought together into a cohesive system. Each email was fully responsive, visually aligned with VR’s brand, and optimised for Braze.
From fragmented templates to a cohesive lifecycle system
IMPACT
The rebranded email ecosystem improved the customer experience and turned the brand transition into measurable engagement and conversion gains.
Engagem: t uplift Click rate increased by 38.6%, reaching 5.7%.
Conversion growth: Attributed conversions increased by 62.3% after the redesign.
Stronger loyalty: A consistent, on-brand and responsive email experience.
LEARNINGS
Design Learnings & Iterations
A rebrand is not only a new visual identity. For customers, it is a sequence of moments across channels. Building the system first made it possible to deliver the new VR identity with clarity, continuity, and lasting operational value.
Wanna ride this wave with me?
Hit me up!