Mailchimp Smarts Illustration System

Illustration System

Mailchimp's suite of AI-powered marketing products was not well represented in their lovable illustration system, so they came to Buck to help fix this. I lead the team at Buck as Creative Director and we developed this new graphic device known simply as "The Cube," a flexible illustration mark to represent the suite of products known as "Smarts." The Cube became a recurring character in Mailchimp's illustration system, which could unfold to tell any story, and a versatile toolkit of illustrations and animations was created.

We also made a vast array of illustrations using the Smarts Cube, which became a library of pre-made illustrations for the Mailchimp team to use in a range of anticipated marketing needs. In addition to the library of illustrations, we created an animation toolkit which was flexible enough to accommodate messaging needs across multiple aspect ratios, making it suitable for various marketing channels.