Mailchimp approached us in 2020 to address systemic issues with their 2018 identity. The original work was expressive but not scalable. The illustration system required bespoke art direction for every execution. The display typeface couldn’t perform at product scale or in interface design. Typography operated differently across brand and product. Communications existed separately from the platform experience.”

We restructured the system. Removed the illustration layer. Commercial Type developed Means to replace Cooper Light in parallel, addressing the same structural gaps. Unified typography across brand and product. Reorganized communications around product behavior. Built a motion identity system that generates consistent output without decorative flourish. The motion carries personality derived from “Freddie,” Mailchimps mascot.

Credits:
DIA Studio – Motion Design System
Felt Not Heard – Brand Film Original Music

Year:
2020