Credits: Caroline Bagley, Erik Berger Vaage, Ben Crick, Tom Elia, Kirsten Harkonen, Sohee Kim, Matt Luckhurst, David Nguyen, Angie Shih, Anna Sternoff, Kris Wong, Mailchimp Brand Team, R/GA
Founded in 2001 to help businesses and creators easily send email marketing, Mailchimp is a technology company that has always done things its own way. So they made their logo a chimpanzee named Freddie. They doubled down on their hometown of Atlanta, Georgia. They ran a viral podcast ad that mispronounced their own name. They remained wholly independent.
Today, Mailchimp has grown into one of the world’s largest marketing platforms, offering not only their email service, but also powerful and sophisticated marketing tools for businesses of every size. To mark their new era of growth, Mailchimp invited COLLINS to help evolve their brand to reflect and fuel their continued business transformation.
In partnership with the in-house Brand Team, we sought to capture and elevate the ineffable Mailchimp spirit, a potent combination of wry humor, modest celebration, and a dash of absurdity. We developed a new brand system that, in each element, works to maintain a precise balance between the sophisticated and the surreal (bucking reductive, over-simplified design trends), to better chart the company’s unique path and expression. The solution seeks to amplify Mailchimp as beacon for its customers, a message to growing brands that growing up doesn’t mean erasing your peculiarities.
The evolution retains all the elements that endeared the brand to its first fervent fans while creating space for Mailchimp to grow and speak with greater authority to a wider audience.