A common problem for marketers everywhere is that their customer’s inboxes are often a tangled marketing mess; overcrowded with dull, impersonal messaging. In partnership with Morning Brew, Mailchimp created an interactive thought leadership article on the topic of the importance of personalization at scale.
My role as lead creative for Mailchimp was to ensure that the article felt on brand. I worked alongside our partners at Morning Brew to come up with an overall visual art direction that aligned with the article as well as selecting and then guiding an illustrator to bring it to life.
I wanted to emphasize the clutter that one may feel with an unpersonalized inbox – without making anything too overstimulating. My goal was for the illustrations to be refined, abstract visual metaphors that are almost dream-like. Ultimately, we asked artist Sandro Rybak to work with us in achieving this vision. He created 10 total illustrations to pair with this article, interpreting the 5 challenges marketers face as well as the 5 solutions to those challenges that Mailchimp can offer.
This article went live as gated content on Marketing Brew, a subset of Morning Brew. Mailchimp promoted it through our typical channels of email, social, and PR.
Creative Team:
Caroline Albro, Marketing Manager
Anna Ladson, Art Direction
Sandro Rybak, Illustration
Agency: Morning Brew