Experiential
/
Environmental
/
Visual Identity
(
3
)
/ Credits
Intuit Mailchimp
Role:
Global Creative Director
/ Market
EMEA, APAC
/ Year
2025
/ About the work
FWD: Year Three marked the continued evolution of Mailchimp’s flagship conference, balancing growing scale with increased creative maturity.
Building on the success of the previous years, the experience expanded in ambition while becoming more refined in execution. The work focused on deepening content integration, strengthening narrative cohesion, and creating a more intentional relationship between brand story and audience journey.
Rather than chasing scale for its own sake, Year Three emphasized clarity, craft, and connection, allowing the conference to feel both expansive and considered as it continued to grow globally.
In 2025, the conference returned for its third year in London and second year in Sydney, extending a repeatable brand experience across EMEA and APAC.
/ Engagement
As Global Creative Director, I led multidisciplinary teams and agency and production partners across North America, EMEA, and APAC to shape the conference experience in London and Sydney, connecting the brand story across identity, content, and the live experience.
FWD: marked the next evolution of Mailchimp’s flagship conference. Formerly known as From: Here, To: There, the event was reimagined with a sharper point of view and a more forward-looking identity.
We imagined a Mailchimp utopia where technology and human curiosity move in harmony. Set within a surreal dreamscape, the experience explored the future of marketing through creativity, innovation, and discovery, positioning email and data-driven tools as engines for growth, connection, and possibility.
Across the experience, we built a world that felt both unexpected and intuitive. Familiar marketing moments were reinterpreted through a more imaginative lens. Data became kinetic. Automation felt alive. And email, often seen as a utility, was reframed as something expressive and powerful.
The environment itself did a lot of the storytelling. Expansive, immersive spaces invited exploration instead of directing it. Attendees moved through a series of connected moments that blended content, product, and brand into one continuous narrative. Nothing felt siloed. Everything felt intentional.
From mainstage to breakout sessions to hands-on demos, each touchpoint reinforced the same idea: that the future of marketing isn’t just more advanced, it’s more human. More curious. More creative.
FWD: wasn’t just a rename. It was a reset. A clearer signal of where Mailchimp is going, and an open invitation for its audience to move forward with it.
