Mailchimp
Mailchimp started as an email marketing platform, but now they do landing pages, social ads, audience management, and so much more. R/GA came in to shake up a customer base that was sleeping on all the great stuff Mailchimp has to offer and get them to take another look. Using a new brand developed by Collins, we completely redesigned mailchimp.com from the ground up and launched a full scale brand campaign.

I was responsible for co-leading the design of the website, art directing 114 illustrations, designing 34 billboards, creating a bevy of digital ads, and leading the design of R/GA’s internal and external communications around the work.
2018
Design Director
R/GA New York
Awards
ACD Silver Cube for Art Direction
Clio Silver for Product Design
Team
Bethany Kennedy
Lucia Orlandi
Chelsea McLemore
Megan Trinidad
Rachel Wright
Kit Coyne
Brigit Hickey
Youngbum Kim
Digital System
Mailchimp is a leader in one of the fastest growing, and evolving, digital industries. We created a design system that was simple and flexible enough to accommodate nearly constant modification, yet was unique enough to stand out in an increasingly crowded marketplace. To ensure the final product matched our design, I developed a responsive digital module guide and accompanying 13 page prototype using fully workable code.

Illustration
The experience was brought to life by a suite of handcrafted illustrations that were fun, quirky, and quite unexpected. Working with Lucia Orlandi and the Mailchimp brand team, I oversaw 6 illustrators (in 4 countries), and the concepting and art direction of 114 illustrations to ensure we created a cohesive system. The briefs were kept intentionally vague to let the artists run wild. The results? Absurd perfection.

More Than Mail
But we didn’t stop there. To let the world know that Mailchimp is now More Than Mail, we created a fully integrated brand campaign. I designed out-of-home placements, print ads, and a bevy of digital banner and custom ad units. One of the billboards temporarily changed the New York City skyline. I have mixed feelings about that.
Campaign Team
Megan Trinidad
Lucia Orlandi
Simon Gibson
Dan White
Chris Parker
James Schumacher
Aidan Guitarri