Rodial
A modular Klaviyo email design system for established beauty brand Rodial, created to bring greater consistency, flexibility and efficiency to ongoing CRM.
SERVICES
Established brands don't need more design decisions. They need better systems.
Rodial is a British beauty brand founded in 1999 by Maria Hatzistefanis, creating results-focused skincare and complexion products used by customers around the world. With an extensive product range spanning skincare, makeup, subscriptions, rewards and ongoing launches, email plays an important role across both brand-building and ecommerce. Working alongside Hannah Spicer Consulting, Soley Creative was brought in to create the Klaviyo email design system that would support Rodial's wider CRM work and the development of new automated flows.
A flexible email system created for an established beauty brand with a broad product portfolio.
The challenge wasn't to introduce a new creative direction. Rodial already had an established visual identity and strong customer recognition. The opportunity was to translate that existing brand world into a more repeatable email framework: one flexible enough to support product education, launches, promotional activity and automated customer journeys while maintaining consistency across a high-frequency marketing channel.
Reusable modules make ongoing campaigns easier to build without sacrificing consistency.
Clear hierarchy supports product storytelling and commercial messaging within one system.
Soley Creative designed a modular Klaviyo master template built from reusable, best-practice content blocks. These could be mixed and matched across BAU campaigns and used as the visual foundation for new automated flows once dynamic content was configured. Clear hierarchy, image-led modules, product merchandising opportunities and purposeful calls to action were designed to support ecommerce performance while keeping Rodial's established brand identity intact. The aim was simple: make future emails easier to build without making them feel formulaic.
One master template providing the foundations for campaigns and automated flows.
Designed to create a consistent customer experience across ongoing CRM.
The finished template gave Hannah Spicer Consulting and her team the design framework needed to carry out the wider CRM project and build Rodial's new flows. For the brand, that means a clearer system for ongoing execution, fewer repeated design decisions and greater consistency between individual campaigns and automated journeys. In an established beauty business with multiple ranges and frequent customer communications, that consistency helps protect recognition and perceived value while making the email channel easier to scale.
A repeatable system that reduces design friction as the email programme grows.
A modular toolkit designed to support different products, messages and customer journeys.
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