Weekly Pool Discovery — Design Brief
Recurring weekly email (every Wednesday) that drives pool discovery and bookings. The designer only needs to create one evergreen hero image. Everything else is either dynamic content or existing content blocks.
Campaign Context
Goal
Weekly engagement touchpoint that drives pool discovery and bookings. Evergreen format that runs all summer without needing new creative each week.
Audience
All active guests (US)
Cadence
Weekly, Wednesdays
Channel
Email (Braze)
Designer Scope
One deliverable: an evergreen H1 blue gradient hero image. No seasonal or date-specific elements. This hero gets saved as a Braze Content Block and reused every week.
Creative System
Recurring
Campaign
Weekly Pool Discovery
What the Designer Needs to Create
One evergreen H1 blue gradient hero. No lifestyle photo. Text on a blue gradient background. This image will be saved as a Braze Content Block and reused every Wednesday without changes. It must not contain any dates, seasons, events, or time-sensitive language.
HERO ONLY
WEEKLY
Every Wednesday — Recurring
Weekly Pool Discovery
T05 (H1 reference)
H1D1L1CTA
ESP / Braze — not in image design
Subject Line A
Pools near you, ready to book
Subject Line B (test)
Your next pool day is waiting
Preview Text
New listings, open times, and pools your neighbors are booking.
Image Design Spec
H1Blue Gradient Hero — Text + CTA (Designer Creates This)
🎨 Creative Concept
Text-only hero on blue (#0E86C8) gradient background. No lifestyle photo needed. The blue gradient IS the visual. Clean, bold, reusable. This hero must be completely evergreen: no seasonal references, no dates, no specific events, no time-sensitive language. Pure discovery energy. Think: "this could send in June or August and feel equally right." Use the H1 text-only hero style from the Creative System. White pill button with blue text on blue background.
Headline
Pools near you, ready now.
Supporting Line
Discover private pools in your area. New listings added every week.
CTA Button
Find a Pool Near Me
Photo Direction
No photo. This is a text-only blue gradient hero (H1). The blue gradient is the visual. Clean, bold, reusable.
Important
This hero will be saved as a Braze Content Block and reused every week. It must NOT contain any date-specific, seasonal, or event-specific language. No "this summer," no "this week," no month names. Pure discovery energy that works year-round.
D1Wave Divider
Decorative — no copy. Reuses existing wave divider content block.
L12x2 Listing Grid — Connected Content (NOT Designed)
Designer does NOT create this section. These are dynamic listing cards pulled from an existing Braze Connected Content block. Included here so the full email structure is clear.
Content Block
LargerImages_PoolsConnectedContentRecs0-2_moredetail (already exists in Braze)
Content
Personalized to guest's geo location. Each card shows: pool photo, listing name, star rating, price/hour, city. Populated via Braze Connected Content API call.
Section Intro
Check out what's near you
CTABottom CTA Section (NOT Designed)
Designer does NOT create this section. Simple hard-coded CTA row on white, same every week. Can reuse existing wave divider (D1) content block above this section.
CTA Copy
Browse All Pools
CTA Link
swimply.com/app/search
Note
Hard-coded, same every week. Centered on white background below the listing cards.
Build Notes (for the builder, not the designer)
- Full email structure: Header (content block) → H1 Hero (new content block, evergreen) → D1 Wave Divider → L1 Connected Content listings → Bottom CTA → Footer (content block)
- H1 hero should be built as its own content block so it can be dropped into the weekly campaign template without rebuilding.
- Connected content pool recs are already working in other emails. Reuse the same API call and block:
LargerImages_PoolsConnectedContentRecs0-2_moredetail - This campaign will be duplicated each week in Braze with only the subject line potentially changing. The hero, listings, and footer remain the same.
- No new creative needed each week. The entire point of this email is that it runs on autopilot once the hero is built.
Style Rules (from Creative System)
- Hero background: Blue (#0E86C8) gradient for campaign blasts
- Primary CTA: White pill button with blue text on blue background
- Max email width: 600px
- Font stack: System sans-serif
- Headline: Max 32px, bold
- Reference: swimply-creative-system.vercel.app
Brand Voice Notes
- Tone: Like a neighbor, not a corporation. Warm, real, optimistic.
- Never salesy. Never corporate.
- Sign-off: "Bunim & the Swimply Team" (in footer, already a content block)
- Never use em dashes in client-facing copy. Use periods, commas, colons, or rewrite.