Mailchimp's Dynamic Design System – A New Era of “Testing Limits Through Play"

The concept of a ‘design system’ often evokes images of rigid rules and structured guidelines, but for WINK Creative, the new system is anything but restrictive. “When you think of a ‘design system’, you might visualise a container of elements – we see a bouncy house," Amber explains. "It’s not a place of restriction to test limits through science. It’s a place to test limits through play.”

This playful yet structured approach allows the brand to be both consistent and flexible.

Amber and Kristie inform me that this new system is built on a dual framework: the ‘Core’ system, and the ‘Dynamic’ system. 

The Core system is made up of the foundational elements that form the bedrock of the Mailchimp brand, such as logos, typography, and colour schemes. This ensures brand recognition and trust.

On the other hand, the Dynamic system is where the magic happens.

As Amber puts it, “Dynamic is more expressive when we want or need to be, especially if the media or medium allows.” This flexibility allows the brand to adjust and adapt to different contexts, pushing creative boundaries while still maintaining the essence of Mailchimp’s identity.

Kristie elaborates on this, explaining that while the Core system is grounded in traditional design principles, the Dynamic system encourages more experimentation. “The Core system is what you’d expect from a traditional set of guidelines, while the Dynamic system is where we get to play and surprise.”

A design system, as WINK Creative has proven, is only as dynamic as the team behind it. The collaborative process between disciplines at WINK – ranging from strategy to motion design to content creation – has been crucial in making this new design system holistic and adaptable.

And it’s clear there is seamless integration of these different perspectives and craft skills into the final product. “This is the beauty of all of these disciplines living in-house, we are all the unifying glue that keeps this brand Mailchimpy, no matter the medium," says Amber.

This integrated approach ensures that the design system isn't just visually cohesive, but resonates across all touchpoints. Whether it’s interactive elements or content, each discipline contributes to creating a fluid experience for Mailchimp’s audience.

In an era where technology is evolving at an unprecedented pace, WINK Creative has embraced emerging technologies. 

In particular, Amber believes that AI has the potential to unlock creativity in ways that were previously unimaginable. “AI actually allows us to create more unique work and equips us more to sell that irreverence to stakeholders,” she explains. “In the past, creatives were all pulling inspiration from the same sources. AI unlocks imagination and creative freedom by generating personalised visions for a creative individual.”

Kristie expands on this, highlighting an ongoing project where AI is playing a pivotal role. “We’re currently developing a visual identity for a conference focused on the future of marketing. AI gave us the ability in the pitch phase to help the rest of the team visualise what we were picturing.”

While the technology has enabled the team to push boundaries while keeping its brand vision intact, Kristie also emphasises the importance of continuing to involve brand experts in these processes, to ensure that AI-generated elements remain on-brand. “It’s crucial to have a brand expert actively guiding the creation of on-brand imagery.”

One of the biggest challenges with any design system is maintaining creativity while adhering to guidelines. WINK Creative, however, found a way to bend, rather than break, these. Kristie and Amber’s approach to the new design system is built on the idea that rules should be flexible enough to foster innovation while maintaining the integrity of the brand.

A perfect example of how the new system encourages creative freedom while still being grounded in brand integrity is Mailchimp’s recent ‘Mailchimp Your Marketing’ campaign. 

The campaign focused on how the Mailchimp brand is reflected in the products, marketing and customers, so it felt fitting for the team to turn the Mailchimp name into a verb. "Now, anytime a Marketer uses our product or makes a sale, they are 'Mailchimping their Marketing'", smiles Amber.

This unconventional approach not only helped create a visually stunning campaign, but also achieved record-breaking brand recognition metrics. Amber notes, “I think most guidelines have something along the lines of 'DO NOT USE OUR BRAND NAME AS A VERB', which is kind of hilarious. But we did it. And it worked.”

The success of this campaign is a testament to the power of the Dynamic system. By embracing the unexpected and pushing the boundaries of conventional design, Mailchimp was able to create an ad campaign that stood out in a crowded digital space.

As we head into 2025, WINK Creative will continue to foster a forward-thinking outlook. “Our goal isn’t just to follow trends; it’s to do what makes sense for us as a brand and for our customers,” says Amber. “We see the system only continuing to evolve and shapeshift alongside them.”

With the introduction of new tools and resources – such as their easily accessible brand guidelines site – Kristie and Amber believe that this design system will continue to evolve in a way that responds to both internal and external needs. 

Kristie concludes, “As our company expands, it's crucial for our brand to adapt accordingly. However, it’s equally important that we preserve the unique personality that has defined and endeared our brand to so many.”

 WINK Creative hopes to provide a blueprint for how brands can embrace flexibility and creativity without sacrificing consistency or identity. As the design system continues to evolve, it will undoubtedly serve as a model for others in the industry looking to push the boundaries of what a brand can be.