Klaviyo

Klaviyo

Klaviyo

Klaviyo

A consumer-first CRM that turns data into personal connection and transformational marketing.

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(01) Project
Overview

A data-driven brand reconnects with its entrepreneurial spirit.

A leading consumer-first CRM platform, Klaviyo empowers brands with deep customer insights. Looking to reclaim boldness and infuse more humanity into the brand, they turned to Motto® to sharpen their strategy and elevate their identity. Together, we revitalized the Klaviyo spirit, transforming data into meaningful stories that enable genuine, personal connections. The result is a refreshed vision, voice, and visual system that captures Klaviyo as a visionary catalyst for transformational marketing.

(Details)

Engagement Flagship®
Type Rebrand
Category Marketing Technology
Services Strategy, Verbal, Visual

(02) Opportunity

A bold new chapter to unlock Klaviyo’s true potential.

Klaviyo had product, growth, and loyalty, but the brand felt restrained. The voice was safe, the story around data impersonal. The entrepreneurial spark had dulled. Across leadership, there was a shared call for clarity, cleverness, heart, and a shift from transactional to transformational storytelling. The goal was to express Klaviyo’s essence with renewed conviction and inspire a more robust brand system and language for company-wide usage.

(03) Business
Immersion

Listening to the heartbeat beneath the surface.

We began by deeply understanding Klaviyo’s history and culture through interviews, workshops, and audits. The team aligned on a core theme: Klaviyo’s spirit hadn’t vanished, it was simply muted. Beneath the surface lay personality, ingenuity, and empowerment, waiting to be amplified. The voice felt flat and the emotional connection was missing. This insight laid the foundation for everything that followed, setting a clear direction for reinvigorating the brand with more edge and humanity.

(WHAT WE DID)

Stakeholder Interviews
Strategic Workshops
Brand & Voice Audit
Competitive Review
Insight Synthesis

(04) Brand
Strategy

Turning data into something magical.

Klaviyo didn’t need to start over; they needed to awaken their dormant boldness and cleverness. We refined their positioning, crystallized their vision, and introduced the Magician archetype, a symbol of transformation and visionary insight. “See the other side of data” became the Idea Worth Rallying Around®, reframing data from cold statistics to a tool for connection. This strategy realigned Klaviyo with its roots: insight, empathy, and storytelling power.

(WHAT WE DID)

Brand Vision
Positioning Statement
Idea Worth Rallying Around®
Audience Segments
Brand Archetype
Brand Manifesto

(05) Verbal
Identity

A voice that transforms data into connection.

We shaped a voice that is confident yet approachable, clever but warm, and always empowering. It reflects Klaviyo’s belief that behind every data point is a real person, and that authentic relationships drive success. This verbal identity brings clarity, humanity, and energy to every conversation Klaviyo has with its audience.

(WHAT WE DID)

Voice Pillars
Voice Personas
Key Messages
Brand Story/Manifesto
Signature Phrases
Message Library
Brand Manifesto
Word Kit
Verbal Guidelines

(06) Visual
Identity

Making the invisible visible.

Klaviyo’s visual system reveals the people and stories behind the numbers. Graphic frames add depth and perspective, weaving together product imagery, photography, and bold graphics to create a 360° view of the customer journey. A signature dither pattern symbolizes rich insights emerging from layers of data, flowing dynamically throughout the identity. Motion and video bring stories to life, enhancing clarity and engagement. Anchored by an elegant logotype and iconic flag evoking new frontiers, the typography balances precision with warmth. Authentic photography grounds the system in real marketers and customers, creating a multidimensional identity as visionary and human as Klaviyo itself.

(WHAT WE DID)