Photography Style Guidelines
I authored Mailchimp's Photography Style Guidelines—a comprehensive resource that standardized our approach to photography as we scaled. The guidelines, established the taxonomy, and defined creative direction that became the foundation for how we created and commissioned photography. ←overview
The challenge was Mailchimp's photography was being produced by dozens of internal designers, external agencies, and freelance photographers. Without clear standards, we risked inconsistency in quality, style, and brand expression.The brand team identified the need for comprehensive guidelines that could serve as both a creative reference and a production tool.
My Role As Photo Lead
Audited Mailchimp’s existing images and collaborated with producers to establish technical standards and creative taxonomy
Authored 45-page Photography Style Guide defining use cases, creative direction, and production workflows (2019)
Developed updated photography guidelines for 2022 Brand Refresh integration
Contributed photography standards to Wink Systems centralized brand resource
Ensured rights compliance, brand consistency, and creative freedom
Mailchimp Photography Style Guide
The 45-page guide established photography taxonomy, technical specifications, creative direction principles, and production workflows.
Photography Style Guide (2019): Brand archetype, creative principles, use case taxonomy, and casting standards.
the outcome → The guidelines were used by internal teams, external agencies, and freelance photographers from 2019-2024, becoming foundational for Mailchimp's visual brand identity. The standards were later integrated into Wink Systems, Mailchimp's centralized brand resource.