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In October 2010, Frito-Lay was developing a consumer-oriented "fan program" which included networking with fans through contests, product samples, blogs, Twitter, and email marketing. Their email fan newsletter was a key component of this program. The design needed to maintain existing brand standards while highlighting each feature, and make the best use of space and flow to blend distinct sections into a cohesive whole. Frito-Lay was also working on a more vibrant and natural look to their correspondence in choice of color palate and imagery. This design was developed in close collaboration with both the client and their design group.