Mailchimp & Co Brand Evolution
Mailchimp & Co photography in application: “beautiful mess” aesthetic, 2020
Led and supported photo production for Mailchimp & Co sub-brand across three production cycles (2020, 2021, 2024), contributing to the brand's visual evolution as work culture shifted from pandemic-era remote life to post-pandemic office environments. ←overview
The challenge was to adapt photography to evolving work realities—first capturing the "beautiful mess" of working from home during COVID, then transitioning toward more collaborative, in-office imagery—while maintaining consistency with the Mailchimp & Co brand system. Photography was developed in close partnership with designers and marketing stakeholders, balancing creative direction, production constraints, and long-term brand stewardship.
My Role As Photo Lead
A hybrid role spanning photographer, art director, & creative producer.
2020: Provided client-side art direction and brand stewardship for Mailchimp's first fully remote (Zoom-directed) photography shoot
2021: Led photo production end-to-end, including creative briefing, photographer selection, shot list development, remote art direction via Zoom, and post-production oversight
2024: Served as production consultant and art direction support, contributing to casting, wardrobe, props, shot lists, retouching direction, and aesthetic continuity
Production Approach & Scale
Production framework adapted to constraints while maintaining brand continuity.
Selected and partnered with Los Angeles-based photographers for 2020-2021 productions
Developed shot lists aligned with evolving work culture narratives
Adapted production models: remote direction (2020-2021) and on-set collaboration (2024)
Maintained brand consistency across shifting concepts and environments
the outcome→ Successfully evolved sub-brand photography across three years to reflect cultural shifts while maintaining visual consistency. Remote production approach for 2020-2021 shoots enabled collaboration with Los Angeles-based photographers during travel-restricted pandemic periods.
Production Planning & Aesthetic Evolution
2020 Production Moodboard: 'Beautiful mess' of work-from-home—colorful, casual, authentic domestic spaces
Photography 2020-2021: Work-From-Home Era
Capturing work-from-home reality across two phases
2020: Beautiful Mess
Capturing work-from-home reality: bright, saturated colors, maximal propping, quirky humor, and authentic domestic chaos.
2021: Transitional Phase
Move toward grounded color palette in authentic home environments—transitioning from maximal to more restrained styling while maintaining personality.
2020 Final Photography
2021 Production Moodboard: Transitional phase—moving toward more polished, professional home office environments
2024: Office Environments
Shift to collaborative, in-office settings—professional environments, team interactions, modern workspaces
