Welcome
These guidelines are for Klaviyo employees and external partners. Use them to protect the integrity of the Klaviyo brand.
CONTENTS
1.0 Positioning
2.0 Verbal identity
3.0 Logo
4.0 Color
5.0 Typography
6.0 Visual system
7.0 Iconography
8.0 Illustration
9.0 Photography
10.0 Applications
PLEASE NOTE
Photography in this document is used to guide art direction and shown strictly for reference only. All content is proprietary and confidential, and appropriate licenses must be obtained before use.
1.0
Positioning
Our brand positioning is how we exist in people’s minds, relative to the competitive landscape. Strong, consistent brand positioning makes Klaviyo more credible, more favorable, and more valuable.
1.1
Purpose
Klaviyo empowers brands to own their destiny
1.2
Manifesto
Consumers have spoken.
They don’t want forced interactions or targeting from faceless sellers. They want more human connection. But this is a hard mark to hit for businesses that want to grow. If you're sacrificing authentic connections with customers, or handing over invaluable data to marketplaces that take your profits and your autonomy, it’s time to take back control.
With Klaviyo, there’s a new way to grow. And it starts with owning your data and your relationships.
The Klaviyo customer platform unifies all your data in one place, so you can understand your audience better, deliver personalized experiences, and learn everything you need to make your business smarter. It’s more than just email and SMS. It’s a powerful platform that drives customer experiences to keep you evolving at scale.
Here’s how we do it.
The Klaviyo database brings everything together. And we’re not just talking about names and order dates. Klaviyo pulls back the curtain on customer behaviors that matter most. What makes them click, what makes them bounce, and what makes them buy. It’s all there. No more mystery about what keeps your customers coming back for more.
Then, Klaviyo analyzes your data in real time, so you can quickly create customer experiences in the channels that drive the most engagement—Email, SMS, web forms, push notifications—across the customer journey, from one platform.
No need to start from scratch. We’ve already got the most successful templates to go from idea to polished campaign fast, and build beautiful emails with our drag-and-drop template editor.
Finally, we make sure you’re always learning, by giving you the full story on past performance. We’ll suggest next steps based on benchmarks from brands like yours that are doing it right, and eliminate the guesswork with tools like automated A/B testing.
The Klaviyo customer platform is always working in the background, helping you and your business get smarter. That means Klaviyo drives growth while making the hard stuff feel easy: understanding your customers, giving them the personalized experiences they want, where and when they want them, and learning from what works and what doesn’t, so you just keep getting better over time.
Don’t sell yourself short. Don’t make trade-offs. Don't settle for less.
Take back control. Commit to real connection. Grow your business on your own terms.
Own your data.
Own your growth.
Klaviyo
2.0
Verbal identity
Our verbal identity is the articulation of Klaviyo’s brand through language. A strong, consistent verbal identity is distinct, memorable, and effective.
2.1
Brand line
Own your data.
Own your growth.
2.2
Brand voice
Why does brand voice matter?
Klaviyo is in an enviable position. Our users love us.
- When ecommerce marketers list their tech stack on Twitter, we’re almost certainly listed.
- When companies move here from another platform, they discover how hamstrung they were before.
- When we announce new features, our users rejoice.
Here’s the rub: People only love us once they’ve experienced Klaviyo. Until then, all we have is our word. And it can’t be the same as what everyone else is spouting:
- The industry's leading cross-channel marketing platform
- Turn customer data into exceptional experiences
- Increase sales, not your workload
- Get down to business and grow sales
- Drive growth with customer experience automation
- Everything you need to build, grow, and succeed
Our brand voice is how we set ourselves apart and accurately communicate what we offer.
Direct
This respects people’s time. By being clear and straightforward, we help them find information, understand it, and use it to meet their needs.
- Choose simple words over complex words.
- Use only as many words as necessary.
- Be compelling without being loud.
Example:
Talk to customers like you know them. Because you do.
To sound Ambitious, we do not ask many questions; we use short, declarative sentences, and we link ideas.
For example:
It’s no coincidence the most seamless marketing platform is also the best customer experience.
Informative
This respects people’s intelligence. By being insightful and accurately precise, we build trust and provide value.
- Put the reader’s needs and interests first.
- State truths, not hyperbole.
- Know it all without being a know-it-all.
- Don’t hide behind asterisks or generalizations.
Supportive
This respects people’s competence. By being an ally—not heroic, not preachy—we instill confidence.
- Empower and encourage instead of rescuing.
- Provide real help, not generic platitudes.
- Write genuinely—not scripted or stilted.
Clever
This respects people’s humanity. By captivating people with fresh perspectives, we make emotional connections.
- Make use of analogies and storytelling.
- Use asides and parentheticals sparingly.
- No puns unless you have a damn good reason.
- Don’t force it—trying too hard is quite unfunny.
Audacious
This respects ourselves and earns the respect of others. By being daring and edgy, we express ourselves fully—without filters or formalities.
- Be unexpected, but not random.
- Be memorable, but not cheap or vile.
- Speak the truth, even if it’s jarring.
- Get consent, not consensus.
2.3
Copy style guide
Just as the English language constantly evolves, so do our writing guidelines.
2.4
Boilerplates
These boilerplates encapsulate Klaviyo’s essential elements, tailored to who we're talking to. Read them to better understand our audiences, and use them in contexts that require a quick, high-level description of what Klaviyo is and does.
Do not make any edits when using boilerplates. Find the most appropriate version based on your audience and length constraints, and copy/paste that version verbatim. If you're unsure whether a boilerplate is appropriate for your purposes, check with the Klaviyo creative team.
Do not use boilerplate text when writing web content for the Klaviyo website. Search engines penalize sites for having duplicate content.
Boilerplates:
General audience
soundbite (23 words / 132 characters)
Klaviyo, a unified customer platform for email, SMS, and more, empowers online brands to own their data and grow on their own terms.
1-sentence (41 words / 238 characters)
Klaviyo, a unified customer platform for email, SMS, and more, gives your online brand direct ownership of your consumer data and interactions—so you can talk to every customer like you know them, and grow your business on your own terms.
3-sentence (91 words / 601 characters)
Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. Because the Klaviyo database integrates seamlessly with your tech stack, you can get the full story on every customer that visits, and then—from the same platform—use those insights to automate personalized email and SMS communications that make people feel seen. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
5-sentence (147 words / 965 characters)
Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. The Klaviyo database integrates seamlessly with your tech stack and gives you the full story on every customer that visits—what makes them click, what makes them bounce, and what makes them buy. From the same platform, you can use those insights and Klaviyo’s suite of proven email and SMS templates to automate personalized communications like price drop alerts, friendly cart reminders, and just-in-time recommendations that make customers feel seen. Over time, Klaviyo even reveals what works and what doesn’t, uncovering trends that help you acquire and retain new customers while inspiring existing customers to buy again. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
7-sentence (177 words / 1,164 characters)
Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. The Klaviyo database integrates seamlessly with your tech stack and gives you the full story on every customer that visits—what makes them click, what makes them bounce, and what makes them buy. From the same platform, you can use those insights and Klaviyo’s suite of proven email and SMS templates to automate personalized communications like price drop alerts, friendly cart reminders, and just-in-time recommendations. Customers feel seen, not targeted—which means no more ineffective batching and blasting. Over time, Klaviyo even reveals what works and what doesn’t, uncovering trends that help you acquire and retain new customers while inspiring existing customers to buy again. It’s all there in one intuitive place—no need to start from scratch, and no need to rely on third-party marketplaces and ad networks. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
Boilerplates:
Entrepreneurs
soundbite (23 words / 132 characters)
Klaviyo, an email and SMS marketing tool, empowers online brands to own their data and grow on their own terms.
1-sentence (40 words / 223 characters)
Klaviyo is an email and SMS marketing tool that gives your online brand direct ownership of your consumer data and interactions—so you can talk to every customer like you know them, and grow your business on your own terms.
3-sentence (94 words / 635 characters)
Klaviyo is an email and SMS marketing tool that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into authentic long-term relationships. Because the Klaviyo database integrates seamlessly with your online store, you can access the same powerful insights big brands use to understand customers, and then—from the same platform—use Klaviyo’s suite of drag-and-drop templates to automate personalized communications that make people feel seen. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
5-sentence (136 words / 901 characters)
Klaviyo is an email and SMS marketing tool that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into authentic long-term relationships. The Klaviyo database integrates seamlessly with your online store and gives you access to the same powerful insights big brands use to understand customers—what makes them click, what makes them bounce, and what makes them buy. From the same platform, you can use Klaviyo’s suite of drag-and-drop templates to automate personalized communications like welcome series, newsletter campaigns, and friendly cart reminders that make customers feel seen. That means you build your brand—and your email list—authentically, without spending any more time or money on marketing. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
7-sentence (181 words / 1,164 characters)
Klaviyo is an email and SMS marketing tool that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into long-term relationships. The Klaviyo database integrates seamlessly with your online store and gives you access to the same powerful insights big brands use to understand customers—what makes them click, what makes them bounce, and what makes them buy. From the same platform, you can use Klaviyo’s suite of drag-and-drop templates to automate personalized communications like welcome series, newsletter campaigns, and friendly cart reminders that make customers feel seen. That means you build your brand—and your email list—authentically, without spending more time or money on marketing. Over time, Klaviyo even reveals what works and what doesn’t, uncovering trends that help you acquire and retain new customers while inspiring existing customers to buy again. It’s all there in one place—no need to start from scratch, and no need to rely solely on paid social. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
Boilerplates:
Small to midsize businesses
soundbite (23 words / 132 characters)
Klaviyo, a unified customer platform for email, SMS, and more, empowers online brands to own their data and grow on their own terms.
1-sentence (39 words / 244 characters)
Klaviyo, a unified customer platform for email, SMS, and more, gives your online brand direct ownership of your consumer data and interactions—so you can build long-term customer relationships at scale, and grow your business on your own terms.
3-sentence (91 words / 601 characters)
Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. Because the Klaviyo database integrates seamlessly with your tech stack, you can get the full story on every customer that visits, and then—from the same platform—use those insights to automate personalized email and SMS communications that make people feel seen. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
5-sentence (147 words / 965 characters)
Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. The Klaviyo database integrates seamlessly with your tech stack and gives you the full story on every customer that visits—what makes them click, what makes them bounce, and what makes them buy. From the same platform, you can use those insights and Klaviyo’s suite of proven email and SMS templates to automate personalized communications like price drop alerts, friendly cart reminders, and just-in-time recommendations that make customers feel seen. Over time, Klaviyo even reveals what works and what doesn’t, uncovering trends that help you acquire and retain new customers while inspiring existing customers to buy again. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
7-sentence (174 words / 1,139 characters)
Klaviyo is a unified customer platform that gives your online brand direct ownership of your consumer data and interactions, empowering you to turn transactions with customers into productive long-term relationships—at scale. The Klaviyo database integrates seamlessly with your tech stack and gives you the full story on every customer that visits—what makes them click, what makes them bounce, and what makes them buy. From the same platform, you can use Klaviyo’s suite of proven email and SMS templates to automate personalized communications like price drop alerts, friendly cart reminders, and just-in-time recommendations. Customers feel seen, not targeted—which means no more ineffective batching and blasting. Over time, Klaviyo even reveals what works and what doesn’t, uncovering trends that help you acquire and retain new customers while inspiring existing customers to buy again. It’s all there in one intuitive place—no need to start from scratch, and no need to rely on third-party marketplaces and ad networks. With Klaviyo, it’s easy to talk to every customer like you know them, and grow your business—on your own terms.
Boilerplates:
Mid-market to enterprise businesses
Boilerplates:
Media/PR
soundbite (23 words / 132 characters)
Klaviyo, a unified customer platform for email, SMS, and more, empowers online brands to own their data and grow on their own terms.
2-sentence (45 words / 295 characters)
Klaviyo, a unified customer platform for email, SMS, and more, gives more than 100K online brands direct ownership of their consumer data and interactions—so they can turn transactions with customers into productive long-term relationships, and grow on their own terms. Learn more at klaviyo.com.
4-sentence (97 words / 668 characters)
Klaviyo is a unified customer platform that gives online brands direct ownership of their consumer data and interactions, empowering them to turn transactions with customers into productive long-term relationships—at scale. With Klaviyo, brands can unify customer data from more than 250 integrations to automate personalized email and SMS communications that make customers feel seen. From mom-and-pop shops to established companies, innovative brands like Unilever, Living Proof, Solo Stove, Citizen Watches, and more than 100K other paying users leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms. Learn more at klaviyo.com.
5-sentence (118 words / 798 characters)
Klaviyo is a unified customer platform that gives online brands direct ownership of their consumer data and interactions, empowering them to turn transactions with customers into long-term relationships—at scale. With Klaviyo, brands can unify customer data from more than 250 integrations to automate personalized email and SMS communications that make customers feel seen. Klaviyo makes it easy—no need to start from scratch, piece together multiple platforms, or rely on third-party marketplaces and ad networks. From mom-and-pop shops to established companies, innovative brands like Unilever, Living Proof, Solo Stove, Citizen Watches, and more than 100K other paying users leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms. Learn more at klaviyo.com.
3.0
Logo
Our visual identity is the expression of Klaviyo’s brand through its logo, mark, colors, typography, and the graphic system. The Klaviyo logo is the primary expression of this identity.
3.1
Primary logo
The Klaviyo logo is elegant, elevated, and timeless.
The logotype projects effortless grace through sweeping forms and ligatures. It’s balanced by the geometric flag anchored at the end.
The flag—simple, iconic, evoking accomplishment and new frontiers—is foundational to much of the brand’s visual language.
Logo colorways
These colorways best represent the Klaviyo logo and brand. The primary lockup is always Cotton or Charcoal. (White is acceptable if needed for small scales or reversing out of images.)
All combinations shown are WCAG compliant.
1. Cotton logo on Charcoal
2. Charcoal logo on Cotton
3. Charcoal logo on White
4. Charcoal logo on Lemon
5. Charcoal logo on Sand
6. Charcoal logo on Lavender
7. Cotton logo on Poppy
8. Charcoal logo on Sage
3.2
Flag icon
The flag mark is our visual identity in its most distilled form.
It can stand alone if space doesn't allow for the full lockup (e.g., avatars, favicon, app icons) and for internal use (e.g. employee swag).
The same logo color rules apply: Light Sand or Charcoal (and in special circumstances, White).
Charcoal
Cotton
Avatar
Our avatar is suitable when space is extremely limited.
Our logo package includes two versions (in our primary colorway) to accommodate cropping on different sites.
3.3
Clear space
The clear space surrounding the Klaviyo logo must remain free of all other elements.
For the flag mark, reference the mark itself.
For the primary lockup, reference the lockup's x-height.
3.4
Sizing
Minimum sizing rules ensure the Klaviyo logo remains legible.
Flag mark:
Digital: 20px wide at 72dpi
Print: .25"
Primary logo:
Digital: 72px wide at 72dpi
Print: .75"
3.5
Incorrect usage
The Klaviyo logo must be consistent to protect the integrity of our brand. Do not alter our logo, primary lockup, or flag mark in any of these ways.
1. Don't distort the logo
2. Don't add effects to the logo
3. Don't change the color of the logo
elements
4. Don't rotate the logo
5. Don't place the logo on busy
backgrounds
6. Don't place the logo in a container
7. Don’t lock up the wordmark with
the symbol
8. Don't alter the logo letterforms
9. Don't place the logo on colors with
low contrast
4.0
Color
To create a timeless brand, our palette focuses on neutral tones—eschewing trends that age less gracefully. This reserved palette is then surrounded by a set of accent colors, providing moments of vibrancy and balance. Note: not every combination of these colors will pass accessibility standards. Please always check that your type has the correct contrast ratio when applicable.
4.1
Primary palette
Charcoal and Cotton act as our black and white, setting a strong and elevated backbone. These colors should appear in all activations.
Charcoal
Hex #232426
RGB 35, 36, 38
CMYK 73, 66, 63, 70
PMS 419 C
Cotton
Hex #FFFAF3
RGB 255, 250, 243
CMYK 0, 1, 3, 0
PMS P 3-9 C
4.2
Secondary palette
Always pair these colors with one or both primary colors so they don't overwhelm.
Poppy
Hex #EF6351
RGB 239, 99, 81
CMYK 1, 76, 70, 0
PMS 7417 C
Sand
Hex #E9DCC6
RGB 233, 220, 198
CMYK 8, 11, 22, 0
PMS 482 C
White
Hex #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0
Lemon
Hex #F9FD99
RGB 249, 253, 153
CMYK 5, 0, 49, 0
PMS 600 C
Sage
Hex #BBC7B6
RGB 187, 199, 182
CMYK 28, 14, 29, 0
PMS 4177 C
Lavender
Hex #C9AEF1
RGB 201, 174, 241
CMYK 22, 32, 0, 0
PMS 264 C
1. Sand
2. Lavender
4.3
Tints & shades
Select secondary colors also have tones and shades for applications that require more variation.
Tint
Hex #F4EBDC
RGB 244, 235, 220
CMYK 4, 6, 13, 0
Shade
Hex #D6CAB7
RGB 214, 202, 183
CMYK 16, 17, 27, 0
Tint
Hex #DECDF7
RGB 222, 205, 247
CMYK 11, 19, 0, 0
Shade
Hex #A287CA
RGB 162, 135, 202
CMYK 38, 50, 0, 0
3. Sage
Tint
Hex #CFD6C8
RGB 207, 214, 200
CMYK 19, 9, 21, 0
Shade
Hex #96AB8E
RGB 150, 171, 142
CMYK 44, 22, 49, 1
4.4
Color usage
Use a consistent, careful balance of color. Not every color needs to appear in any one application. This represents the relative prevalence of colors across all applications.
5.0
Typography
Our typography is confident, refined, and contemporary—sacrificing neither form nor function. The sans-serif Söhne leads. Reckless Neue adds an insightful, editorial voice when appropriate.
5.1
Söhne
Söhne is our primary brand typeface.
The "Buch" weight is our standard, and we use scale to create contrast. For smaller elements (e.g., eyebrow text, CTA buttons, URLs in ads), the "Kraftig" weight is available.
Line leading should prevent ascenders/descenders from crashing without being too open. (See 5.4 for examples.)
Tracking is neutral (0).
5.2
Reckless Neue
Reckless Neue is our brand accent typeface. Used for editorial headlines and to represent the voice of our customer, it adds elegance and humanity to our brand.
Use the same leading and tracking guidelines as for Söhne.
5.3
Söhne Mono
Sohne Mono is used sparingly to set context in eyebrow copy and beneath quotes for attribution. Its use case means it rarely appears in a full sentence.
5.4
Type style
The example below shows successful typography hierarchy in terms of sizing, tracking, leading, and weights. The sizing percentages outlined below are an example, and will not apply to every possible scenario. Designers should use their discretion, but follow this as a starting point.
5.5
Substitute typefaces
When custom fonts are unavailable (e.g. Google Docs), we use these substitutes.
Söhne ▸ Helvetica Neue
Reckless Neue ▸ Times New Roman
6.0
Visual system
Our flag mark is a cornerstone of the visual system. Its 60° and 120° angles can enhance assets, from simple image crops to bespoke, integrated visuals.
Each treatment serves a purpose, such as creating space for text or directing focus in an image. Avoid overuse, and never combine treatments within a single moment.
6.1
Crop
Our flag shape is well-suited for cropping landscape images. The inverse arrow shape can also be used—maintain a border around the image to create an ownable visual treatment.
Example of our flag shape as a cropping device for a portrait
6.2
Geometric motif
The flag's angles and shapes can be reinterpreted as new graphic elements, adding variety and interest to our visual language.
6.3
Frame
An outline of our flag can frame a photo's subject—perfect for adding intimacy to a customer story.
6.4
Backing graphic
The flag as a backing graphic can frame a subject and balance negative space.
6.5
Highlight
Our flag can highlight key phrases in text.
The height needs to maintain visible margins between lines of text.
When a line of text begins with a flag highlight, it should bleed off the left edge.
Our flag shape as a highlight for text-focused messaging
6.6
Connector/divider
We use the line device based on the 120º angle of our flag as a means to both divide copy to help establish hierarchy and connect color-to-color or color to photography.
7.0
Iconography
Icons can quickly convey meaning and make text more scannable. They use space efficiently and add aesthetic appeal. Our icons pair well with short blurbs of our key features.
7.1
Example
7.2
Overall usage
DO
-Be selective and intentional in determining when an icon is used
-Use approved color combinations
DON'T
-Create new icons that are not part of the Klaviyo-approved library
-Fill icon art with color or change line weight
-Manipulate or distort icons
8.0
Illustration
The primary goal of product illustration is to quickly show what our product can do. That means every element is simplified for speed of comprehension. We should strip away elements of our UI that aren’t central to the story being told.
8.1
Product illustrations overview
Product illustrations
Product illustrations are not meant to be a 1 to 1 translation of the actual product, but are intended to illustrate the power and ease of particular feature(s). So, some pieces of the UI were removed to simplify the narrative.
DO
- Use only on solid Cotton or Charcoal backgrounds
- Employ minimal design elements and type in conjunction with illustrations
DON'T
- Use multiple illustrations in one ad or post
- Layer illustrations over photography
- Alter colors or photography within a product illustration
- Change layout of or crop approved Klaviyo illustration assets to fit a space
We recommend reviewing this Figma file first to pick which product illustration you'd like to use. The copy that informed each illustration is included next to every product illustration. This will give you context on what features are being illustrated.
After you've made your choice, download the image(s) you've chosen from this link.
8.2
Examples
9.0
Photography
Our brand photography uses editorial styles to tell real stories of our customers—and of their own customers.
9.1
Pillars
Our 5 pillars elevate our photography above our peers.
Lighting
Natural, warm lighting creates scenes that feel in-the-moment and optimistic. Directional natural light adds depth, texture, and shadow.
✓ Warm tones
✓ Natural, directional light
✓ Soft, textural shadows
✓ Depth
⊘ Harsh shadows
⊘ Blown out highlights
⊘ Spot lighting / flash
Environment
Environments should be (or feel) authentic to the subject. This supports our editorial tone. Straightening up is fine, but nothing should feel staged.
✓ Real, authentic spaces
✓ A range of backdrops—simple to detailed
⊘ Overt staging
⊘ Blown out highlights
⊘ Mess, clutter, or disorder
Styling
Styling should be true to the setting. Tones that are neutral or that correspond to the environment help draw focus to the face. Personal accents can add color if they don't dominate the shot.
✓ Neutral or environment-based tones
✓ Tasteful accents for contrast, color pop, and personal style
⊘ Loud or clashing colors
⊘ Accents that pull focus from the subject
Diversity
Our customers come from all walks of life around the world. Our photography should reflect that diversity—across age, race, culture, gender, body type, and beyond. Subjects should be comfortable and authentic in front of the camera.
✓ Authentic diversity
✓ Confidence
⊘ Homogeneity
⊘ Stereotypes
Demeanor
The Klaviyo brand is aspirational and optimistic. Subjects should reflect that, with genuine displays of confidence and success.
✓ Confident
✓ Focused or inquisitive
✓ A mix of eye contact and candid shots
⊘ Stressful, fearful, or overwhelmed
⊘ Fake, forced expressions
⊘ Poses resembling stock photography
9.2
Portraits
Our portrait photography should feel authentic, warm, and elevated. It’s editorial in spirit, with an elevated production.
By capturing our customers (or theirs) in their natural environments we can show how Klaviyo is driving growth and success across businesses of all shapes and sizes.
To help create a connection between the subject and the viewer, we should capture both set-up shots and spontaneous moments in between, as sometimes the best expressions happen when people are a little less guarded.
Look for several locations and poses around each location, to create a variety of backgrounds (from simple to rich) and expressions (from direct, to not interacting with the camera).
While cropping will ultimately add to the intimacy of each portrait, be sure to allow plenty of space around the subjects and straight horizon lines, as we will need to position these in a variety of sizes and aspect ratios.
These pillars are the foundation that sets Klaviyo apart from its peers. Utilizing these building blocks will help to enforce our singular perspective across every channel and ensure our assets are consistent regardless of when/where they are created.
9.3
Scenes
While our portraits work to highlight our customers and their clients, scenes help us to show them doing what they do.
These shots should feel very in the moment, sticking the closest to our editorial inspiration. They should feel less staged or composed—though in line with everything tonally from the rest of the shoot.
They should have a clear, singular action as the focus (never ambiguous).
Don’t be afraid of a little movement blur or letting the camera float and dip just a bit here—these things will all create a feeling of being right there in the moment with our subjects.
9.4
Moments
Balancing our scenes, moments are quieter by design. We use these detail shots to fill out stories in a classical editorial style, bringing details and context to life. These shots are rarely ever on their own, so don't be afraid if they don't capture the whole story at once. Think of them as details around the edges, ancillary to a hero image.
Because of their quieter nature, be careful about trying to fit too much action in them (if any at all is needed). The can be micro or macro, but should always have a simple focus—even if that focus is a busy wall of fabrics.
As with all of our shots, they should be authentic to the story we are telling. Look for objects, details (or even wides) that create insight or intrigue. Things like a designer's drawings, a businesses stock room, or a chef's final touches on a dish all fill out parts of the larger story. Be careful to avoid pretty details that don't actually add to the narrative.
10.0
Applications
The following are examples of print and digital applications across a variety of scales and touchpoints.
Questions for Klaviyo, contact:
creative@klaviyo.com