FINANCIAL / DTC CAMPAIGN / INFOGRAPHIC / AD CAMPAIGN
Designing Klarna’s Direct-to-Consumer Launch — Infographic & Ad Campaign
As Klarna prepared to launch its newly redesigned direct-to-consumer (DTC) app in the U.S., I was brought on to design a companion infographic and a series of ad creatives to educate users and drive downloads. The materials supported Klarna’s press release and national campaign promoting a simple idea: shop anywhere and pay later in four interest-free installments.
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Designed a step-by-step infographic explaining how to use the Klarna app, including Ghost Card creation and Pay-in-4 breakdown
Created user-focused ad creatives encouraging app downloads during Klarna’s U.S. direct-to-consumer launch
Collaborated with the internal marketing team to ensure visual alignment with Klarna’s global brand campaign
Adapted messaging and visuals for mobile-first placements, optimizing clarity and conversion
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Adobe Illustrator – for infographic design and iconography
AdobeXD – for layout exploration and ad mockups
Photoshop – for asset cleanup and resizing
Klarna Brand Toolkit – to maintain tone, typography, and color consistency
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How to translate complex fintech features into approachable visuals for everyday consumers
The power of infographic and ad design as tools to drive product adoption and user understanding
Best practices for creating cohesive companion assets that support larger press and PR launches
How to align design with both brand tone and performance marketing goals
Objective
Clarify how Klarna’s app works for first-time users and motivate app installs by highlighting its ease, flexibility, and control. The creative needed to visually break down the Ghost Card feature and Pay in 4 installment model—two concepts that were unfamiliar to many U.S. shoppers.
My Contribution
Designed a step-by-step infographic that simplified the user flow:
Download the app
Shop any store
Create a one-time Ghost Card
Split your total into 4 equal payments
Created ad visuals for paid and organic placements, driving awareness and installs. Messaging focused on the app’s benefits:
“Shop Anywhere. Pay Later—4 Easy Payments, Zero Fees.”
“Download Klarna: One App, Every Store, Instant Ghost Card.”
“Thousands of Stores, One App—Discover It All with Klarna.”
“Your Purchase, Split Smarter—Pay 25% Now, The Rest Later.”
Designed for mobile-first screens, using bold colors, Klarna’s distinctive typography, and iconography consistent with the brand’s playful tone.
Results
Ads and infographic were featured alongside Klarna’s official press release and promoted across paid social, email, and in-app placements
Helped support the U.S. app launch during Klarna’s “Shop Like a Queen” campaign, increasing visibility and consumer understanding of how to use the app
Clarified complex payment UX in a simple, empowering way for new users
