Modern Marketing Rebrand Creativity

Mailchimp plays up its ‘unconventionality' in brand and UX redesign


By Bennett Bennett | Staff writer

September 27, 2018 | 4 min read

Mailchimp has received a new brand identity, customer experience and website, working with partner agencies Collins and R/GA to put together the finished product.

Mailchimp identity

Mailchimp gets a outward and inward redesign from agency partners R/GA and Collins. / Mailchimp

Brand experience firm Collins helped the platform clarify its brand and identity system, elevating the unconventional nature that has made the brand one of the more ubiquitous names in tech today. Collins updated brand mascot, Freddie, switched out its old script logotype for a chunkier wordmark that fits the monkey, added in a couple of photography styles, and included a new illustration style that leans into the brand’s tone of personal expression.

R/GA assisted in the user experience, building a new site architecture that matched Mailchimp’s goals. Two facets of the site that the IPG agency highlighted: linking the company’s brand systems as a cohesive unit, and developing the tone of the site to allow for existing relationships to deepen without intimidating newer customers.

Mailchimp invited brand experience company Collins to help design the brand’s fundamental business transformation. Collins helped Mailchimp to clarify its brand and identity system by elevating the core characteristic of its brand: unconventionality. The resulting design system, expertly expressed by the Mailchimp design team and its creative agency R/GA, evolves the whimsy that distinguished Mailchimp early-on into more purposeful, playful surrealism. The evolution retains the elements that endeared the brand to its first fervent fans while creating space for the brand to grow and speak with greater authority to new and wider audiences.

Vanessa Reyes, vice president, group managing director of R/GA said in a statement: “Mailchimp is an iconic brand that has always spoken directly to the heart of the creative class. We’re proud to be a part of bringing this next chapter of Mailchimp’s story to the world along with Mailchimp and Collins.”

Richard Ting, RGA’s global design director added: “We tapped into the insight that, no matter how long Mailchimp customers have been at it, users are never quite sure if they’re doing marketing right. The new customer experience positions the brand as both a tool and a resource that is here to help them succeed. Everything we have built – new architecture, systematic design, and ways of speaking – all were in service of driving deeper relationships between Mailchimp and their customers.”

Modern Marketing Rebrand Creativity

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