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Customer case: Wavestone

Industrializing email production with design system email and LePatron builder

Coaching design

Email Builder

Design System Email


Wavestone is a consulting firm that supports major companies and organizations in their most critical transformations, by closely combining business, technological and sustainable development skills. Wavestone employs 4,400 people in 9 countries, mainly in France, the UK, the USA and Asia.
case study about


The Global Marketing team needed to harmonize email production methods between different countries. The aim is to gain in graphic consistency and efficiency by sharing a common tool. To harmonize its emails and make production more efficient, the Wavestone team wanted to design an Emailing Design System and use it within an email builder.


Flattening the graphic identity of email campaigns. This involves in-house design of the template, with technical coaching on Figma for a modular Atomic design organization. This responsive template will cover all the Group's external communication needs for all countries. It will be operated via an email builder (LePatron) to guarantee optimal code quality, both in terms of accessibility and eco-design, with content adapted to opening environments, notably Outlook, which is very common among Wavestone customers, and requiring no specific overlay or adaptation.


The entire design is created in-house on Figma by Wavestone's teams, with support and guidance on organization and design from Badsender's Emailing Designers. After a complete Atomic Design design, the modules are developed and parameterized on the Email Builder Le Patron. At the same time, an Emailing Design System documentation in French and English was developed on the Zeroheight platform, providing Wavestone's teams with graphic and marketing guidelines and recommendations, as well as technical information. The Wavestone teams are then able to design, from the Email Builder, several types of email: themed newsletters, emailing to promote white papers, event invitations, etc.


Implementing Le Patron's email builder has given us greater speed and autonomy in the creation of our emails. The "drag and drop" of pre-configured blocks makes creation ultra-simple, leaving our teams free to concentrate on the content! The upstream definition of atoms and possible options enables us to gain in quality and homogeneity in the production of our emails. The fact that we share a common platform that centralizes all our emails enables us to roll out global campaigns in different countries, but also to take template ideas from other areas.