Info

Mailchimp Developer is a website that provides technical documentation and guides related to Mailchimp’s products. Our task was to create a new visual identity for the Mailchimp Developer sub-brand that spoke to a technical audience while still fitting within the identity of its parent brand. Our north star when creating this identity was the concept of “humanizing the technical.” Mailchimp is already well-known for its ability to take complex marketing concepts and present them in a way that is approachable, artistic, and human—why should developer content be any different? 
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We reimagined Mailchimp’s traditional illustration style, combining the organic textures and strokes from the parent brand with heavier fills and more geometric compositions. For the color palette, we leveraged several of the Mailchimp core colors that were previously reserved for more functional UI purposes. We also expanded on our typography system by introducing a monospace font to use in code snippets and subtle marketing moments. The result is a space within the Mailchimp brand that can speak directly to its developer community while still giving them an experience that is wholeheartedly Mailchimp.