Death Row Records
full service website design + build

klaviyo template design
Death Row Records-Shopify Build-Crooked Youth


The iconic Death Row Records had their 30th anniversary and needed to centralize their official website with their first ever official merch store. Crooked Youth was called in to extend the 30 Year Anniversary brand refresh by Tension Division across their digital experience to accompany the award winning marketing campaign.


The objective of this project was to create a central hub that felt authentic to the brand, and offer a seamless direct-to-consumer experience to purchase the limited merch range, read news, and navigate to digital streaming platforms, and NFT collection while executing the asset creation utilizing the TNSN DVSN defined graphic, image, and type treatments.

klaviyo Template design extension

Alongside the launch of the site, Crooked Youth was called back to work alongside our friends at Hyperculture Marketing Group to extend our site design to the Klaviyo flow and newsletter e-mail templates.

We took the site navigation and staple dynamic sections and pulled them into the Klaviyo automations. as well as newsletter template(s) to round out the centralized website + merch-store experience.

welcome series

Post signup email with dynamic discount code + dynamic best sellers collection for quick shopping directly from e-mail client

browse abandonment

Dynamic product pull from visitors browsing history served to the top of the e-mail inbox

abandoned cart

Klaviyo dynamic cart preservation with direct to checkout call-to-action button


General newsletter template highlighting new story/promotion, dynamic best seller collection populating, and latest blog story call-to-action

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