Case Study: Klaviyo Rebrands to Turn Data into Personal Connection with Motto

Klaviyo sharpens brand strategy and visual identity with Motto

Klaviyo, a leading consumer-first CRM platform, faced a challenge where its brand felt restrained and its voice had become impersonal, muting its entrepreneurial spirit. To reclaim boldness and infuse more humanity into its identity, Klaviyo turned to the vendor Motto for a rebranding project that included strategy, verbal, and visual services.

Motto refined Klaviyo's brand strategy by introducing the Magician archetype and the galvanizing idea "See the other side of data," which reframed data as a tool for personal connection. This was brought to life through a new verbal identity and a visual system that used graphic frames and a signature dither pattern to reveal the stories behind the numbers. The result was a revitalized, multidimensional brand that captured Klaviyo's essence as a visionary catalyst for transformational marketing.

Klaviyo