Klaviyo
Date: 2025 - 2026
Role: Art Director, Designer, Illustrator
Association(s): The Fantastical
Partnering with Klaviyo’s in-house social team, our goal was to humanize their product by bringing life to the human stories behind their software. I led the creative direction for the duration of this project, working to shift Klaviyo’s identity from a technical tool to a strategic partner. Whether we were spotlighting mom-owned businesses or translating complex economic news into digestible insights, we created impactful storytelling that turned cold data into relatable, authentic content.
Managing this role meant balancing high-level strategy with timely creative. I maintained a cohesive brand presence by designing evergreen content, creating visual assets for flagship events like K:BOS, and executing organic content grabs around Boston to keep the feed feeling fresh and exciting.
By being involved in everything from on-site production to the design of social-forward case studies, I helped bridge the gap between technical success and human connection. This approach allows Klaviyo to remain customer-centric while ensuring a premium, consistent brand feel across every touchpoint.
Customer Spotlights
To break through the noise of product features and industry updates, I led a social campaign for Klaviyo that highlighted the mom-owned businesses that use Klaviyo in their day-to-day operations. For this Mother’s Day activation, we shifted the spotlight from the software to the humans behind the brands. This initiative showcased customers like Bala, Estelle Colored Glass, Andie Swim, Lansinoh, Sweet Loren’s, and Nēmah, positioning Klaviyo not just as a tool but as a strategic partner.
Takeaways: The campaign was widely reshared by the featured brands, driving a +1.99% increase in Klaviyo’s Instagram engagement rate and nearly 10k organic impressions.
Customer Storytelling
Throughout our partnership with Klaviyo, we prioritized customer storytelling by providing a platform for users to share actionable insights. I assisted in developing high-impact interview questions that generated engaging responses. I was on-site during filming, which allowed me to gain firsthand experience in high-level campaign production. We successfully executed two series—“Let’s be Honest” and “BFCM Unfiltered”—highlighting authentic stories of how brands overcome challenges using Klaviyo. The latter was a timely production created for Black Friday Cyber Monday, to provide tested strategies and relatable guidance during such a crucial time.
Takeaways: With our agency’s direction, customer storytelling became a pillar of Klaviyo’s social strategy, allowing the brand to be candid and customer-centric—
positioning them as a true partner rather than just a tool.
Let’s Be Honest Example
BFCM Unfiltered Example
Tariff Insights
I led the visual strategy for "Tariff Talk"—a campaign designed to establish Klaviyo as a trusted source of truth, in response to the market uncertainty surrounding trade policies in Spring 2025. Working closely with our copywriter, we translated complex data and ever-changing industry news into a clean, authoritative, and digestible visual system. By prioritizing clarity and timeliness, we provided marketers with the actionable insights they needed during a period of high volatility.
Takeaways: This rapid-response series used a streamlined, visual-first layout to simplify complex economic impact.
With clarity and "speed-to-feed" execution, we successfully established Klaviyo as a trusted thought leader, resonating deeply with the professional community on LinkedIn.
Case Studies
I led the creation of social-forward content that translated complex case studies into digestible, high-impact social posts. To support deeper storytelling on the Klaviyo blog, this series highlighted how industry leaders use Klaviyo’s features to drive breakthrough results. For example, in this carousel, we showcased the success Rebecca Minkoff saw from consolidating its email and SMS strategy into Klaviyo, which resulted in a 23% YoY increase in SMS revenue.
Takeaways: By transforming long-form data into visual success stories, we increased brand credibility and provided social proof that resonated with marketers, specifically on LinkedIn.
12 Days of Sleighs: A Holiday Countdown
To command attention in a crowded holiday feed, I led the creative direction and design for "12 Days of Sleighs"—a multi-channel holiday countdown on Instagram and LinkedIn. I developed a bold, high-energy visual system that paired playful branding with customer success stories from the year. By creating a templatized, social-first design, I was able to maintain a consistent engagement rhythm that encouraged followers to return daily, effectively positioning Klaviyo as the ultimate B2C CRM.
Takeaways:
Engagement & Reach: Generated 6,132 engagements and 91,631 impressions, with a peak engagement rate
(per impression) of 21% on Day 10 (Dollar Shave Club).High-Intent Action: By pairing playful visuals with concrete facts, the series drove 73% of all Instagram link clicks in December—converting brand interest into measurable action.
Creative Efficiency: The repeatable design framework allowed for rapid content production while maintaining a premium, cohesive brand aesthetic throughout the 12-day countdown.
