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.
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.