Mailchimp & Co Benchmark Report

Branding, Art Direction, Illustration

The Mailchimp & Co Benchmark Report is a global state of the industry report packed with valuable, up-to-date insights and stats for both agency owners and freelancers.

The 2023 Mailchimp & Co Benchmark Report aims to re-think the standard template of data reports, and instead deliver an eye-catching, memorable knowledge document. With contributions from 2,000+ global marketers, spanning 60 pages and 61 countries, it utilizes large swaths of data to weave a narrative of collective growth and community empowerment.

Our reimagining of the report builds a creative concept around the idea of “measuring up.” We use grids, hierarchy, and data visualization motifs to organize our report findings and simplify complicated information. Here, the visual language of measurement (ex. rulers, blueprints) represents growth, progress, and comparison. This approach feels editorial and expert-led, but still stays true to Mailchimp.

This visual refresh includes a new system of graphics, photography, and illustration, as well as supplementary assets such as email designs, articles, and paid social media assets.

The photography, shot specifically for the report, demonstrates a day-in-the-life of our Mailchimp & Co experts at work and grounds the graphic system in a human element. We use photography to showcase aspirational snapshots of the little familiar moments that make up a working day.

By investing in design, we were able to include more data than in past reports, while maintaining digestibility. The result? A report that not only surpassed previous performance but also garnered significant attention, with membership soaring from 35,000 to 43,000 enrollments. This creative approach facilitates easy digestion of insights and encourages actionable implementation, reinforcing the value of joining Mailchimp & Co and knowledge-sharing among marketers.