Social, by Design

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/ About the project

This body of work represents Mailchimp’s social presence reimagined as a design system, not just a channel. The work spanned product launches, brand moments, and cultural storytelling, all built to perform natively while remaining unmistakably Mailchimp.

The Instagram feed was reset from the ground up, introducing a bold color-blocking approach that brought structure, rhythm, and instant recognition to the grid. Alongside product education, the work highlighted real customer voices, from deeply personal small business stories to timely moments honoring Black History Month, AAPI Heritage Month, Pride, Small Business Week, and a wide range of cultural moments throughout the year.

The content balanced meaning with play, moving between purpose-driven storytelling and lighter moments. From seasonal content and holidays to internal swag drops, each post contributed to a cohesive social ecosystem.

/ Engagement

As Creative Director, I led creative direction for Mailchimp’s social channels, shaping the visual language, content approach, and execution across platforms. Working closely with internal teams and agency partners, I helped define how the brand showed up day to day while ensuring consistency without sameness.

My role focused on building a system that could scale, supporting product launches, cultural moments, and always-on content while remaining flexible enough to respond in real time.

/ Credits

Client:

Intuit Mailchimp

Creative Director:

Carlos Escobar

/ Market

Digital

/ Year

2018-2025