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Overview
Context
After bringing CRM creative in-house, my team and I rebuilt the entire email ecosystem from scratch—a modular system in Figma, implemented in Klaviyo across flows and campaigns. The project spanned two brand phases: a soft rebrand working within existing constraints, then a full visual overhaul as the brand matured.
Problem
CRM had been managed by a third-party agency—costly and frequently missing the mark. Bringing it in-house exposed the real issue: no system, no consistency, compounding creative debt with every send.
Process
I led the audit, defined the system architecture, and directed two designers through execution. Built a component-based Figma library with responsive modules, image rules, and motion patterns—then aligned Publishing, Games Marketing, and Brand Marketing on core templates.
Solution
A modular, component-based email design system implemented in Klaviyo — flexible enough to scale across automated flows and campaign bursts while maintaining visual consistency and reducing design overhead.
Credits
