What on earth is this supposed to be

Yup

Mailchimp Dropboxed.

The colors and typeface remind me of Curious George! It works well, I really like it.

I like it. Just not on Mailchimp.

And Mailchimp just lost its unique personality.

these illustrations are batshit insane and i guess that's good.

I feel like eating some Cheerios right now.

For reference, 10 people at Collins + R/GA (their advertising agency) + their Mailchimp brand design team worked in collaboration on this

Not going to question the rebranding, as I'm not aware of the goals that they're trying to achieve.

But the usability of the product as always been strange and I just question the priorities. Why the brand instead of improving the usability of the product?

There is no reference to the core product, which is email! So bland :(

I like it but I miss the blue :(

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Looks great!

You know someone dropped the ball when they forgot to hang the punctuation.

I went into our Mailchimp UI and it said it has a new interface. What I saw was the old interface with some marketing illustrations slapped on. Hmz.

Boring, unoriginal centered design / content that looks like a million other sites = check. Forgettable.

Mailchimp is presumably still in the business of offering an email marketing and automation platform.

Though, my business spidey senses tell me they are rebranding and attempting to reposition as the email marketing automation space gets more crowded and consumer behavior further shifts away from email.

That’s ok, but the brand, product, positioning and messaging seem extremely confused and requires deep investigation to get the point.

Are they trying to encroach on Intercom’s turf, Hubspot’s? Are they seeing competition from players like ConvertKit and attempting to differentiate?

It all seems confused and like a mid-life crisis.

They should clearly state their objectives on the homepage.

If one were a cold visitor to this homepage, upon encountering the overwhelming brand and visual language, and the extremely vague and general messaging - it would be very difficult to grasp who they are and what they do.

In fact, in this case - the brand, i.e., visual identity just get in the way and impose too many cognitive demands on the visitor.

The Mad, Spy vs. Spy illustrations are technically and visually interesting, but they do little in the way of fostering further understanding of who they are and what they do in the presence of the overwhelming message vagary that is breaking out everywhere.

The technical attributes of the brand and visual identity are polished and professional. The aggressive yellow color story in contrast with Cooper is nice. The graphical purity of Freddy refreshed is well done. Even the primary CTA with the paradise deep green works. Personally, I’m not a fan of the logo typeface. It feels more appropriate for a child’s toy than a business tool and sets an unpleasant visual argument with Freddy. Especially the bowl of the “a” - which is illegible. Further exacerbating the illegibility of the logo typeface is the tight kerning.

All the best to Mailchimp, I’ve always been a big fan.

It’s just really unclear to me who you are and what you are trying to do as a business.

Finally, if the target audience is small businesses - I fail to see how this will connect with that audience.

Don't particularly like the serif typeface, especially when paired with the non-serif one

Is no one going to mention how close this looks to Postmark?

New illustrations look a little too similar to Airtable.

I think it looks great! some rationale here

Looks a bit designed by committee to me. I appreciate the bold step with the yellow and the child-like illustrations, but I'm not sure they've found a unique voice with this one as opposed to crushing any semblance of a brand they had.

They have lost all original personality that their original brand / site had. Really disappointing that everyone seems to be following this child-like illustration style as well.

Hm...is it me or does the Cooper + Graphik pairing feel off?

No, no, no....This rebrand feels OLD. This illustration style was popular 10+ years ago. This font is so old and archaic its almost as if they are trying to make ancient fonts popular again. Doesn't feel inspiring or fresh. They lost their personality. They should have used their mascot and brand character to at least be the artist creating all these illustrations or have various artists interpreting the mailchimp in different styles. Seems like this was created by a team that doesn't understand branding and created art instead of solved a branding issue.

Ohh man...I love the contrast between the comments from DN and dribbble :)

https://dribbble.com/shots/5317936-Our-New-Homepage

I like the 70's editorial style. Feels like Andy Warhol drawings and NewYorker magazine. Does anyone know who the illustrator(s) are?

I don't think that it looks bad, but I'm not so sure about that yellow homepage. I wasn't aware of the brand refresh until I opened it and it just seemed very strange.

Pretty Nice

It's beautiful, but I bet the strong yellow in the homepage would cause a massive drop in conversion.