I created and evolved Mailchimp's photography guidelines across three iterations from 2016 to 2021 — each one reflecting where the brand was creatively at that time, setting the standard for how photography was created, commissioned, and used.
Used across new hire onboarding, vendor briefings, and on-set production reference from 2016 through 2025. Complete guidelines not shown.
2021 Visual Refresh
The 2021 update brought a refined aesthetic direction while keeping the strategic framework intact — proof that the principles created in 2019 were strong enough to grow with the brand.
2019 Style Guide with Principles
The 2019 guidelines introduced photography principles - vibrant, offbeat and genuine. Rather than prescribing what photography should look like the principles gave creatives a defined parameters to work within while maintaining the integrity and playfulness of the brand.
2016 Foundational Brand Guidelines
Mailchimp's first photography guidelines authored in 2016 established a framework for how to direct photos for all buckets of photography from documenting customers to social campaigns creating unique aesthetics for each level of the marketing funnel.
