James Madison University Forbes Center will send HTML e-mails to remind its potential audience of upcoming events. The purpose of the HTML e-mail is to inspire the purchase of unsold tickets a couple of weeks before the event.

The concept behind the design was to produce an e-mail that gave the viewer a feel for Gil Evans. I wanted to create a design that was simple, clean, and bold with a little personality.

I chose a vintage color palette of green, white, and orange that were inspired by his records. The scripted font was chosen to continue the vintage elements by hinting to signage scripts–it’s friendly with a little bit of an edge. I also used a jazz-style piano-key pattern to reflect the time period of his music while placing his silhouette inside his name to make it more playful.