BF/CM 2024

Every year, Klaviyo helps businesses navigate the biggest shopping season of the year with a dedicated Black Friday / Cyber Monday (BF/CM) campaign. As the leading marketing automation and CRM platform, Klaviyo’s goal with the BF/CM campaign is to equip brands with the tools and insights they need to maximize their holiday strategy.

We collaborated with Klaviyo’s internal creative team to develop the campaign’s visual identity, centering on the pill-shaped button — the core symbol of a call-to-action. This design element was woven into patterns, photography frames, and copy blocks, creating a cohesive and action-driven aesthetic. The campaign extended across paid social, display, CRM, and the BFCM web hub, reinforcing Klaviyo’s position as the go-to resource for brands preparing for the holiday rush.