/ Portfolio Piece 02

Adelaide United Season Wrap

Most end-of-season emails say goodbye. This one made fans feel remembered.

Working with Adelaide United FC, I was a part of the team that designed a personalised season recap for every club member. Games attended, minutes witnessed, goals celebrated. A single email that turned a database of stats into something that felt like it was written just for you.

The brief was straightforward: deepen loyalty, reward long-term members, and give people a reason to feel proud of their season. The execution had to be personal at scale.

It landed. 80% open rate. Positive sentiment across the board.