Mailchimp & Co
Brand Photography

Art Direction

Mailchimp & Co is Mailchimp’s service partner program sub-brand. Since its inception, the program has focused on freelancers and micro-agencies, but is now evolving to target large agencies. Existing brand photography no longer felt relevant, and revealed an opportunity to shoot a fresh photo library that would better speak to the program's new audience.

The new library is designed to be flexible and evergreen, telling the story of a day in the life of agency partners. The shoot is art directed to feel genuine and candid, with a shot list that can be used in a wide variety of contexts across many marketing touchpoints.

Brand colours are subtly introduced throughout the set, wardrobes, and props. Casting is carefully considered, ensuring the diversity and age range of the M&Co target audience is relatable and accurately represented. The set is designed to feel aspirational yet familiar, with details signalling that scenes take place within an office rather than a coffee shop or at home. The result is a visual story that reflects the Mailchimp & Co brand personality while now speaking directly to its target audience.