Supercell, the legendary studio behind some of the world’s most loved mobile games, has always understood the power of player connection. But when it came to hitting ‘send’, they didn’t have the tools to scale efficiently, keep things on mission, or ditch image-heavy designs for live, accessible text.
The question became: what if emails weren’t just updates... but upgrades?
Our mission was to design a modular, scalable email system that worked across game titles and player types with a fail-safe how-to guide.
Starting with Brawl Stars, we rolled out: email templates for every content type, a design system tailored to Supercell’s brand and player experience, a tone of voice guide built for gameplay-driven storytelling, and a practical manual to help teams send with confidence.
Armed with their new Email Design System (EDS) and guide, the Brawl Stars team went from second-guessing to seamless execution.
Messages landed in inboxes with clear story-driven objectives, and every send felt in sync with Supercell’s mission.
For Supercell, this was more than just better emails. It was a strategic win. For us, it was a decisive victory for strategy-led design.
