The product images on Mailchimp’s website were in need of an overhaul. Over the years, as new assets were added, removed, or reworked, it became obvious that this set of imagery was messy and inconsistent across touchpoints.

We built out a brand new system to represent Mailchimp UI on the website and out-of-home applications, which included creating fake brands based on our biggest customer segments. Our goal was to craft an inspiring visual language that effectively conveyed the essence of our product for marketing purposes. This involved distilling the product down to its core elements, capturing its essence in a visually compelling and cohesive manner. By revamping the imagery and establishing a fresh visual system, we successfully transformed Mailchimp's marketing site.