Client: MailChimp SaaS Brand System Refresh (Concept Project)
Role: Brand & Visual Designer
Year: 2026
Overview
This conceptual project explores how Mailchimp’s established two-color brand system could be refined and applied through a simplified, scalable design framework.
Approach
Refined logo usage through clear lockups and usage rules
Clarified color roles using Mailchimp’s existing yellow and black palette
Introduced neutral UI support colors and tonal hierarchy
Defined typography usage and layout structure
Applied the system across a homepage, campaign assets, and UI components
Challenge
As SaaS brands scale across product, marketing, and global teams, maintaining consistency and accessibility becomes increasingly complex. This project examines how focused system thinking can support brand stewardship without altering core brand equity.
Outcome
The project demonstrates an understanding of corporate brand governance, system thinking, and cross-channel application — emphasizing consistency, accessibility, and scalability over reinvention.
