Zoe Kratzmann
Zoe Kratzmann
Ongoing email design and Klaviyo development for Zoe Kratzmann's full send calendar.
Project Overview
Zoe Kratzmann is a fashion and footwear brand where the product is the story, and email is their most direct revenue channel.
We work as their ongoing email design partner: designing every campaign in Figma, building in Klaviyo, and feeding performance data back into the next send.
Challenges & Objectives
Every drop and every campaign has to land in the inbox looking as considered as the collection itself. One-off sends weren’t enough.
The brand needed a consistent visual system and sharper e-commerce thinking, without cheapening the brand to get the click.
Zoe Kratzmann
Ongoing email design and Klaviyo development for Zoe Kratzmann's full send calendar.
Project Overview
Zoe Kratzmann is a fashion and footwear brand where the product is the story, and email is their most direct revenue channel.
We work as their ongoing email design partner: designing every campaign in Figma, building in Klaviyo, and feeding performance data back into the next send.
Challenges & Objectives
Every drop and every campaign has to land in the inbox looking as considered as the collection itself. One-off sends weren’t enough.
The brand needed a consistent visual system and sharper e-commerce thinking, without cheapening the brand to get the click.
Client
Zoe Kratzmann
Industry
Fashion & Footwear
Services
Email Design
Email Development
Design Systems
E-commerce Strategy
Timeline
Ongoing
Year
Client
Zoe Kratzmann
Industry
Fashion & Footwear
Services
Email Design
Email Development
Design Systems
E-commerce Strategy
Timeline
Ongoing
Year
The email system
Two typefaces carry the email programme. IvyJournal, set in a light italic, is used for campaign headlines and gives each drop an editorial tone that matches the shoot. Karla, in a light weight and lowercase, handles body copy and CTAs, keeping the tone understated. The palette stays narrow: a warm ivory background (#FDF9F4) instead of stark white, solid black (#000000) for text, CTAs, and structure, and white (#FFFFFF) reserved for button copy. Colour comes from the campaign photography, not from the email design, so the palette never competes with the product. The wordmark is a lowercase “zoe kratzmann,” used as a standard horizontal lockup and as a vertical tab over hero imagery. It stays consistent across every drop, editorial story, and newsletter.
The email system
Two typefaces carry the email programme. IvyJournal, set in a light italic, is used for campaign headlines and gives each drop an editorial tone that matches the shoot. Karla, in a light weight and lowercase, handles body copy and CTAs, keeping the tone understated. The palette stays narrow: a warm ivory background (#FDF9F4) instead of stark white, solid black (#000000) for text, CTAs, and structure, and white (#FFFFFF) reserved for button copy. Colour comes from the campaign photography, not from the email design, so the palette never competes with the product. The wordmark is a lowercase “zoe kratzmann,” used as a standard horizontal lockup and as a vertical tab over hero imagery. It stays consistent across every drop, editorial story, and newsletter.
Our Approach
We work directly with the head of the brand as their email design partner: designing in Figma, building in Klaviyo, and closing the loop with performance analysis so each campaign learns from the last. The client provides the copy; we shape imagery, layout, and send around it.
Our Approach
We work directly with the head of the brand as their email design partner: designing in Figma, building in Klaviyo, and closing the loop with performance analysis so each campaign learns from the last. The client provides the copy; we shape imagery, layout, and send around it.
UX: designed for the scroll
Every campaign is designed for the scroll: a strong hero, a clear rhythm of image and product, and one path to shop. We test layout directions per campaign, then refine based on performance data.
UI strategy: one system, fast production
We built an email design system: reusable modules for heroes, product grids, editorial blocks, and footers. Campaigns stay unmistakably Zoe Kratzmann while production stays fast, and the system evolves as we learn what performs.
UX: designed for the scroll
Every campaign is designed for the scroll: a strong hero, a clear rhythm of image and product, and one path to shop. We test layout directions per campaign, then refine based on performance data.
UI strategy: one system, fast production
We built an email design system: reusable modules for heroes, product grids, editorial blocks, and footers. Campaigns stay unmistakably Zoe Kratzmann while production stays fast, and the system evolves as we learn what performs.
Content selection: visual storytelling around the copy
We source and select imagery from each campaign shoot, deciding which looks lead, how products sequence, and how the email reflects the mood of the drop. Layouts stay current with fashion trends rather than templated.
E-commerce strategy
Every email has a commercial job: launching a drop, moving a collection, re-engaging the list. We plan campaigns around the retail calendar and track opens, clicks, and revenue per send in Klaviyo, feeding what works back into layout and content.
Responsive
Most of the audience opens on mobile, so every email is designed and built responsive from the start: layouts that reflow cleanly, imagery that holds at small sizes, tap targets built for shopping from the inbox. Every send is checked across devices before it goes out.
Content selection: visual storytelling around the copy
We source and select imagery from each campaign shoot, deciding which looks lead, how products sequence, and how the email reflects the mood of the drop. Layouts stay current with fashion trends rather than templated.
E-commerce strategy
Every email has a commercial job: launching a drop, moving a collection, re-engaging the list. We plan campaigns around the retail calendar and track opens, clicks, and revenue per send in Klaviyo, feeding what works back into layout and content.
Responsive
Most of the audience opens on mobile, so every email is designed and built responsive from the start: layouts that reflow cleanly, imagery that holds at small sizes, tap targets built for shopping from the inbox. Every send is checked across devices before it goes out.
Three types of send, one system
Drops
One hero product sits front and centre, with a single path to shop and copy kept to what the client provides. Hierarchy stays tight around one action.
Editorial stories
These sends follow the mood of the campaign shoot rather than a single product. Imagery leads, and the shop moment comes after the story.
Newsletters
The widest funnel of the three, carrying multiple products, categories, and stories in one send, sequenced by what's performing and what's new.
Three types of send, one system
Drops
One hero product sits front and centre, with a single path to shop and copy kept to what the client provides. Hierarchy stays tight around one action.
Editorial stories
These sends follow the mood of the campaign shoot rather than a single product. Imagery leads, and the shop moment comes after the story.
Newsletters
The widest funnel of the three, carrying multiple products, categories, and stories in one send, sequenced by what's performing and what's new.
Deliverables
Ongoing email design and Klaviyo build for Zoe Kratzmann's full send calendar
A modular email design system: heroes, product grids, editorial blocks, footers
Imagery selection and sequencing for every campaign shoot
Performance-informed layout decisions based on opens, clicks, and revenue per send
Responsive builds checked across devices before every send
Outcome
Email now accounts for 45% of online revenue. The programme runs through one modular Figma and Klaviyo system, with four reusable building blocks: heroes, product grids, editorial blocks and footers. These support three distinct formats—product drops, editorial campaigns and newsletters—so the team can prepare each send with a consistent brand structure and refine it using opens, clicks and revenue per send.
Deliverables
Ongoing email design and Klaviyo build for Zoe Kratzmann's full send calendar
A modular email design system: heroes, product grids, editorial blocks, footers
Imagery selection and sequencing for every campaign shoot
Performance-informed layout decisions based on opens, clicks, and revenue per send
Responsive builds checked across devices before every send
Outcome
Email now accounts for 45% of online revenue. The programme runs through one modular Figma and Klaviyo system, with four reusable building blocks: heroes, product grids, editorial blocks and footers. These support three distinct formats—product drops, editorial campaigns and newsletters—so the team can prepare each send with a consistent brand structure and refine it using opens, clicks and revenue per send.
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