Absurdly Cavendish

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/ About the project

This project marked a defining moment in the evolution of the Mailchimp brand. In partnership with Collins, R/GA, and Animade, the brand was reimagined to retain its signature personality while growing into a more confident, authoritative presence. The result was a system that balanced structure with surprise, refined in its foundation and intentionally absurd in its expression.

At the center of the work was Cavendish, Mailchimp’s unmistakable yellow and a bold signal of change. Used with purpose and restraint, it became both an anchor and a provocation. The visual language leaned into high-contrast black and yellow, offbeat proportions, and expressive illustration, creating instant recognition while reinforcing Mailchimp’s role as an Expert Absurdist.

/ Engagement

As Creative Director, my role was to bring Absurdly Cavendish to life across Mailchimp’s owned channels. Working in close partnership with external agencies and in-house creative teams, I translated the new brand system into real-world execution across out of home, print, video, social, and dotcom.

From skyline-defining moments like a large-scale yellow placement in New York City to everyday brand touchpoints, the focus was on consistency, craft, and impact. My responsibility was ensuring the system held together across every surface so the brand felt unmistakably Mailchimp wherever it showed up.

/ Credits

Client:

Intuit Mailchimp

Creative Director:

Carlos Escobar

/ Market

Global

/ Year

2018