/ Portfolio Piece 04

Melbourne City Member Onboarding

Joining a football club should feel like joining a football club.

I was a part of the team that worked with MelbourneCity's redesigned member onboarding email around one idea: what if signing up felt like being signed?

The hero image showed the captain handing the new member their shirt with their own name printed on the back. Personalised at scale for every member, but built to feel like a moment made just for them.

Not a welcome email. A signing day.

66% unique open rate.