Weird Is Important—Mailchimp—May 2019
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Being weird is good for business. Weirdness is a core facet of the Mailchimp brand, and a key reason our brand is beloved among the creative community. As all that weirdness built up over time, though, it began to impact Mailchimp’s recognizability and messaging. We decided to evolve the brand in 2018, and had the task of creating focus while staying true to the brand ethos, and empowering our customers, brand builders, to do the same for themselves. This talk explores why weird is important, the nuance of getting weird right, and the effort of evolving a beloved brand while staying true to yourself.
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Weird Is Important—Mailchimp—May 2019
- 1. 2019 Weird is Important May 2019 Brandy Porter Director of Brand Design 1
- 2. 2019 2 Brandy Porter Director of Brand Design @chickerbp Photo by Lizzy Johnston, Mailchimp Sr. Photographer
- 4. 2019 4 What is weird?
- 5. 2019 Subjective 5 WHAT IS WEIRD? Illustration by Franz Lang for Mailchimp
- 6. 2019 Unexpected 6 WHAT IS WEIRD? Illustration by Charlotte Ager for Mailchimp Animation by Daniela Sherer for Mailchimp
- 7. 2019 Expressive 7 WHAT IS WEIRD? Illustration by Amber Vittoria for Mailchimp
- 8. 2019 Opinionated 8 WHAT IS WEIRD? Illustration by Sarah Watts for Mailchimp
- 9. 2019 Risky 9 WHAT IS WEIRD? Illustration by Fuzzco for Mailchimp
- 10. 2019 Flawed and authentic 10 WHAT IS WEIRD? Illustration by Amber Vittoria for Mailchimp
- 11. 2019 11 Weird is human.
- 12. 2019 12 Weird is good for business
- 13. 2019 Michael Porter Business Strategy Cost Leadership Focus Differentiation 13 Understanding Michael Porter: The Essential Guide to Competition and Strategy by Joan Magretta
- 14. 2019 Understanding Michael Porter: The Essential Guide to Competition and Strategy by Joan Magretta Michael Porter Business Strategy Cost Leadership Focus Differentiation 14
- 15. 2019 15 Interruption DIFFERENTIATION Illustration by Sarah Watts for Mailchimp
- 16. 2019 16 Recall DIFFERENTIATION Illustration by Alice Meteignier for Mailchimp
- 17. 2019 17 Intimacy DIFFERENTIATION Illustration by Molly Fairhurst for Mailchimp
- 18. 2019 Brand Intimacy by Mario Natarelli & Rina Plapler Brand Intimacy Cognitive Emotional Physical Experiential 18
- 19. 2019 Brand Intimacy Cognitive Emotional Physical Experiential 19 Brand Intimacy by Mario Natarelli & Rina Plapler Illustration by Sarah Watts for Mailchimp
- 20. 2019 Cognitive Intimacy Develops around a feeling of intellectual connection—often centered on a deep level of affinity and respect for the brand’s values or ethos. 20 Brand Intimacy by Mario Natarelli & Rina Plapler Illustration by Sarah Watts for Mailchimp
- 21. 2019 Emotional Intimacy Develops because the consumer feels understood and accepted as an individual. 21 Brand Intimacy by Mario Natarelli & Rina Plapler Illustration by Sarah Watts for Mailchimp
- 22. 2019 Experience Design by Patrick Newbery & Kevin Farnham 22 Brand becomes a promise of what a company stands for
- 23. 2019 Experience Design by Patrick Newbery & Kevin Farnham 23 Customers who feel a connection with a brand see themselves reflected in that brand
- 24. 2019 Brand Intimacy by Mario Natarelli & Rina Plapler Illustration by Molly Fairhurst for Mailchimp When we show our weird, we connect with our customers intimately 24
- 25. 2019 Brand Intimacy by Mario Natarelli & Rina Plapler Illustration by Joe Montefusco, Mailchimp Sr. Designer 25 Connected customers will give more for a brand’s products or services
- 26. 2019 26 Owning a small business is weird
- 27. 2019 27 Unexpected Risky Creative problem solving Flawed and authentic
- 28. 2019 28 Unexpected Risky Creative problem solving Flawed and authentic
- 29. 2019 29 Unexpected Risky Creative problem solving Flawed and authentic
- 30. 2019 30 Unexpected Risky Creative problem solving Flawed and authentic
- 31. 2019 Ethan Small Business Owner Novice Solopreneur 31 MAILCHIMP CUSTOMER PERSONA Photography by Lizzy Johnston, Mailchimp Sr. Photographer
- 32. 2019 32 Photography by Lizzy Johnston, Mailchimp Sr. Photographer
- 33. 2019 33 Photography by Lizzy Johnston, Mailchimp Sr. Photographer
- 34. 2019 34 Photography by Lizzy Johnston, Mailchimp Sr. Photographer
- 35. 2019 35 Photography by Lizzy Johnston, Mailchimp Sr. Photographer
- 36. 2019 36 There are feelings Photography by Sanja Marusic for Mailchimp
- 37. 2019 37 He has to believe what he’s doing says something new and different
- 38. 2019 Small business owners are selling their point of view 38 Illustration by Jane Song, Mailchimp Sr. Designer
- 39. 2019 39 They are their business. Photography by Lizzy Johnston, Mailchimp Sr. Photographer
- 40. 2019 40 It takes a little weird to take that risk
- 41. 2019 41 It takes a little weird to stand out
- 42. 2019 42 Mailchimp celebrates the joy, intensity, and weirdness of growing a brand Illustration by Franz Lang for Mailchimp Animation by Animade for Mailchimp
- 44. 2019 We started as a small business, helping other small businesses 44 Lettering by Conifer for Mailchimp Photography by Lizzy Johnston, Mailchimp Sr. Photographer
- 45. 2019 We are lead by creative people who are fine with taking risks 45 Photograph by Albrica Tierra, Mailchimp Photographer
- 46. 2019 We built a beloved brand by embracing our weird 46
- 47. 2019 Give entrepreneurs the power to grow without compromise. 47 A CLEAR MISSION Illustration by Charlotte Ager for Mailchimp
- 48. 2019 48 Being yourself makes all the difference.
- 49. 2019 We urge our customers to find their weird 49 Illustration by Jordan Bruner for Mailchimp
- 50. 2019 We embolden their voices and boost their message 50 Photograph by Lizzy Johnston, Mailchimp Sr. Photographer
- 51. 2019 We empower their creativity 51 Photograph by Lizzy Johnston, Mailchimp Sr. Photographer
- 52. 2019 52 Our customers connect with their customers in a human way
- 54. 2019 Hired the weird 54 Design and Illustration by Chris Sandlin, Mailchimp Designer
- 55. 2018 Game concept and design, Chase Curry, Mailchimp Sr. Designer Additional Mailchimp team: Caleb Andrews, Elizabeth Teasley, James Abercrombie, Joe Montefusco, Linda McNeil, Luke Webster Grew the weird
- 56. 2018 Designs by James Abercrombie and Luke Webster, Mailchimp Designers Photographs by Lizzy Johnston, Mailchimp Sr. Photographer
- 57. 2019 Showed customers that weird is good 57 Photography by Lizzy Johnston, Mailchimp Sr. Photographer Design by Mattiel Brown, Mailchimp Designer
- 58. 2018 Illustrations by Barry Lee for Mailchimp Design by James Abercrombie, Mailchimp Designer
- 60. 2019 60 Weird without strategy creates chaos
- 61. 2019 Quirky, fun, and friendly became our defining features 61
- 62. 2019 Our weird became normal and expected 62
- 63. 2019 63 We had to break our comfort with the old system to better define Mailchimp, and boldly change it for the future
- 64. 2019 64 Weird is hard
- 65. 2019 Weird is Hard Needs permission Is hard to scale Requires consistency to create surprise 65
- 66. 2019 Weird is Hard Needs permission Is hard to scale Requires consistency to create surprise 66
- 67. 2019 Weird is Hard Needs permission Is hard to scale Requires consistency to create surprise 67
- 68. 2019 68 We had to bring our beloved brand into a new, strategic weird, while staying true to ourselves
- 69. 2019 69 Mailchimp’s new brand is weird
- 70. 2018 +
- 71. 2019 A look in the mirror 71 Photograph by Sanja Marusic for Mailchimp
- 72. 2019 WEIRD ON PURPOSE Mailchimp’s brand ethos Quality Authenticity Inclusion 72
- 73. 2019 WEIRD ON PURPOSE Mailchimp’s brand ethos Quality Authenticity Inclusion 73
- 74. 2019 WEIRD ON PURPOSE Mailchimp’s brand ethos Quality Authenticity Inclusion 74
- 75. 2018 Expert Absurdist Photograph by Jamie Hopper, Mailchimp Photographer Illustration and model, Nick Bable, Mailchimp Designer Art Direction, Jane Song, Mailchimp Sr. Designer
- 76. 2019 Confident guidance 76 EXPERT Illustration by Charlotte Ager for Mailchimp Animation by Daniela Sherer for Mailchimp
- 77. 2019 77 Unique storytelling ABSURDIST Illustration by Charlotte Ager for Mailchimp Animation by Daniela Sherer for Mailchimp
- 78. 2019 Deeper conversations with our customers 78 Illustration by Alice Meteigner for Mailchimp
- 79. 2019 79 We acknowledge the hard feelings that come with being weird
- 80. 2019 When our customers feel understood, they connect with our brand 80 Illustration by Molly Fairhurst for Mailchimp
- 81. 2019 81 Bringing weird to life
- 82. 2019 2001 2005 2008 2013 2016
- 83. 2019
- 84. 2019
- 85. 2019 Help from other weird creatives 85
- 88. 2018 Photography by Jamie Hopper, Mailchimp Photographer Art Direction by Kristie Feltner, Mailchimp Designer
- 89. 2019 89 Illustration by Franz Lang for Mailchimp
- 90. 2019 90 Illustration by Franz Lang for Mailchimp
- 91. 2019 Connecting 91 Illustration by Molly Fairhurst for Mailchimp
- 92. 2019 Uplifting 92 Illustration by Alice Meteigner for Mailchimp
- 93. 2019 Collaborating 93 Illustration by Franz Lang for Mailchimp
- 94. 2019 Automation 94 Illustrations by Joohee Yoon, Franz Lang, Sarah Watts, and Amber Vittoria for Mailchimp
- 95. 2019 Connecting with Customers 95 Illustrations by Fuzzco, Franz Lang, Sarah Watts, and Alice Meteigner for Mailchimp
- 96. 2019 All-in-one Marketing Platform Illustration by Franz Lang for Mailchimp Animation by Animade for Mailchimp
- 97. 2019 Horses 97 Illustrations by Sarah Watts and Fuzzco for Mailchimp
- 99. 99 The team Photograph by Albrica Tierra, Mailchimp Photographer
- 100. 100 Our motto Illustration and design by James Abercrombie
- 101. 2019 101 We had to change ideas into opinions, then shape those into a belief system
- 102. 2019 Workshops 102 Instructor Melissa Averinos for Mailchimp
- 103. 2019 More workshops 103 Instructor Sarah Watts for Mailchimp
- 105. 2019 Together we built a philosophy 105 Illustration by Joe Montefusco, Mailchimp Sr. Designer
- 106. 2018 Illustration by Jane Song, Mailchimp Sr. Designer
- 107. 2018 Illustrations by Chase Curry and Jane Song, Mailchimp Sr. Designers
- 108. 2018 Illustration by Nick Bable, Mailchimp Designer
- 109. 2018 Illustrations by Mailchimp Design
- 110. 2019 110 Weird at scale
- 111. 2019 A container for the chaos 111 Illustration by Joe Montefusco, Mailchimp Sr. Designer
- 112. 2019 Guidelines & Libraries 112 Illustration by Franz Lang for Mailchimp Animation by Alex Grigg for Mailchimp
- 113. 2018 Principles & Usage Guidelines Illustration by Franz Lang for Mailchimp Photography by Jamie Hopper, Mailchimp Photographer Art direction and design by Kristie Feltner, Mailchimp Designer
- 114. 2018 Playbooks Illustrations by Franz Lang, Alice Meteigner, and Molly Fairhurst for Mailchimp
- 115. 2019 The container 115 Branding Zones Core Familiar Surprising Expressive The chaos
- 116. 2019 116 Core Elements Cooper Graphik Illustration by Molly Fairhurst for Mailchimp Photograph by Lizzy Johnston, Mailchimp Sr. Photographer
- 117. 2019 117 Familiar Elements Cooper Graphik Illustration by Molly Fairhurst for Mailchimp Photograph by Albrica Tierra, Mailchimp Photographer
- 118. 2019 118 Surprising Elements Cooper Graphik Illustration by James Abercrombie, Mailchimp Designer Packaging by Chris Sandlin and James Abercrombie, Mailchimp Designers Photography by Albrica Teirra, Mailchimp Photographer
- 119. 2019 119 Expressive Elements Probably no logo Font may vary Illustration by Fuzzco for Mailchimp Photograph by Jamie Hopper, Mailchimp Photographer
- 121. 2018 Photographs by Albrica Tierra, Mailchimp Photographer Illustrations by Molly Fairhurst for Mailchimp, and Jane Song, Mailchimp Sr. Designer
- 122. 2018 Sketches by Jane Song, Mailchimp Sr. Designer
- 123. 2018 Photographs by Jamie Hopper, Mailchimp Photographer Illustrations by Jane Song, Mailchimp Sr. Designer
- 124. 2018 Photographs by Albrica Tierra, Mailchimp Photographer
- 125. 2018 Photographs by Albrica Tierra, Mailchimp Photographer
- 126. 2019 126 The data says weird wins
- 127. 2018
- 128. 2019 Kelton brand tracker results 128 Our refreshed brand is More relevant, interesting, and inspirational More top of mind, and a leader in its category More likely to be recommended
- 129. 2019 Kelton brand tracker results 129 Our refreshed brand is More relevant, interesting, and inspirational More top of mind, and a leader in its category More likely to be recommended
- 130. 2019 Kelton brand tracker results 130 Our refreshed brand is More relevant, interesting, and inspirational More top of mind, and a leader in its category More likely to be recommended
- 131. 2019 131 Our new brand shows customers we care, are building more for them, and celebrate their weird
- 133. 2019 Be intentional 133 EMBRACE YOUR WEIRD Illustration by Franz Lang for Mailchimp Animation by Animade for Mailchimp
- 134. 2019 Don’t “always be selling” 134 EMBRACE YOUR WEIRD Illustration by Charlotte Ager for Mailchimp
- 135. 2019 Define your own weird 135 EMBRACE YOUR WEIRD Illustration by Molly Fairhurst for Mailchimp
- 136. 2019 Create buy-in 136 EMBRACE YOUR WEIRD Illustration by Sarah Mazzetti for Mailchimp
- 137. 2019 Collaborate with other weirdos 137 EMBRACE YOUR WEIRD Illustration by Franz Lang for Mailchimp
- 138. 2019 Practice, Practice, Practice 138 EMBRACE YOUR WEIRD Illustration by Amber Vittoria for Mailchimp
- 139. 2019 Make brave creative decisions 139 EMBRACE YOUR WEIRD Illustration by Sarah Mazzetti for Mailchimp
- 140. 2019 140 “The weird one wins, every time.” - Tom Klein, Mailchimp CMO
- 141. 2019 Thank you. 141