Founded in 2001 to help businesses and creators easily send email marketing, Mailchimp has grown into one of the world’s largest marketing platforms. To mark their new era of growth, Mailchimp sought out to evolve the brand to fuel their business transformation.
Mailchimp’s evolution is a beacon for its customers, sending a message to growing companies that growing up doesn’t mean erasing your peculiarities. The new design system and identity retains the original elements that endeared Mailchimp to its first fervent fans, while working to maintain a balance between the every day and the surreal (trying to buck hyper-minimalist design trends), to better chart the company’s unique vision.
The reimagination of the brand included: - Updating Freddie, Mailchimp’s beloved mascot. - Replacing the previous script logotype with a new, chunky, slightly off-kilter wordmark that’s designed to better connect with a more simplified Freddie. - Introducing a new brand typeface, Cooper Light, based on the pre-digital, 1922 typeface Cooper Black. - Creating a new illustration style that nods to Mailchimp’s support for businesses looking to build their brands by maintaining their unique voices in the world.
Mailchimp’s new identity was introduced to the public in Fall 2018, with a fully redesigned website and application experience, as well as an extensive out of home advertising campaign. Billboards and other large media buys could be seen in cities including New York, San Francisco, and Mailchimp’s hometown, Atlanta. The launch tweet for Mailchimp's new identity garnered 50k+ impressions on Twitter, of which 36k were organic. Mailchimp’s redesign was also highlighted in publications including Fast Company, Forbes, Creative Review, Inc, Fortune, and It’s Nice That, among others, reaching 14M+ online audiences. Mailchimp now averages 14,000 new customers a day.