Mailchimp: Customer Experience Platform

In 2018, Mailchimp came to R/GA with a problem. They started in 2001 as an email marketing platform, but had since expanded to become a complete marketing platform, offering websites, digital ads, audience management and so much more. They needed to shake up a customer base that was sleeping on all the great stuff Mailchimp now had to offer and get them to take another look.

We helped Mailchimp evolve its product from “startup” to “grown up” without losing the spirit that made the brand so unique.

The first thing we did was completely redesign the website. We restructured it from the ground up, created a modular design system and brought it to life using a new brand developed by Collins.

Mailchimp is a leader in one of the fastest growing, and evolving, digital industries. We created a design system that was simple and flexible enough to accommodate nearly constant modification, yet was unique enough to stand out in an increasingly crowded marketplace.

The experience was brought to life by a suite of handcrafted illustrations that were fun, quirky, and quite unexpected. I helped oversee 6 illustrators (in 4 countries), and the concepting and art direction of 114 illustrations to ensure we created a cohesive system. The briefs were kept intentionally vague to let the artists run wild. The results? Absurd perfection.