Alex Monroe
A modular Klaviyo email design system for established British jewellery brand Alex Monroe, created to support its move from Mailchimp with greater consistency and flexibility.
SERVICES
Changing email platforms shouldn't mean leaving your brand experience behind.
Alex Monroe is an established British jewellery brand known for nature-inspired designs, intricate craftsmanship and pieces handmade in its London studio. Its distinctive jewellery spans everyday collections, fine jewellery, wedding and bespoke pieces, with craftsmanship and storytelling central to the customer experience. When the brand prepared to move its email marketing from Mailchimp to Klaviyo, APG Marketing brought Soley Creative in to create the branded design system that would underpin the new email strategy.
A modular email system created to support Alex Monroe's move from Mailchimp to Klaviyo.
The opportunity wasn't simply to recreate an existing email in a different platform. A migration to Klaviyo created the chance to establish a more flexible system from the outset: one that could accommodate product, storytelling, launches and automated customer journeys while maintaining the familiarity of an established brand. The design needed to give the team enough structure to protect consistency, without restricting the variety of communications a mature ecommerce business needs to send.
Reusable modules allow campaigns to adapt while remaining recognisably Alex Monroe.
Designed to give an established jewellery brand consistency without sacrificing flexibility.
Soley Creative designed a modular Klaviyo master template made up of reusable, best-practice content blocks. These could be mixed and matched across BAU campaigns and used as the visual foundation for automated flows once the relevant dynamic content was configured. Clear hierarchy, considered use of imagery, product-focused modules and purposeful calls to action created a system that supports ecommerce performance while allowing Alex Monroe's detailed product photography and brand storytelling to remain central.
Clear hierarchy helps detailed product imagery remain at the heart of the email experience.
A consistent design foundation for ongoing campaigns and automated customer journeys.
Product, storytelling and commercial content brought together within one reusable system.
The completed template gave APG Marketing the creative framework needed to build out the wider Klaviyo email strategy, while giving Alex Monroe a consistent foundation for future campaigns and automations. For the internal team, that means less time repeatedly designing emails from scratch and clearer parameters for ongoing execution. For customers, it creates greater continuity between the ecommerce experience and the inbox — helping an established brand reinforce recognition and brand equity with every send.
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