Designing with Personality: MailChimp redesign case study is more famous for it’s personality than newsletters. While reading Redesigning the Web by Smashing Magazine I came across the case study about redesign launched in January of 2011. It contains some vitals thoughts from senior designer, Aaron Robbs:

I’m a big proponent of modernism and minimalism. If we stripped it back to a four column grid and one typeface, we had to do something to bring the personality back in and take that harsh edge off. Modernism can be very sterile and empty and cold, but that’s not MailChimp’s personality at all. We thought it would be cool to put in these splashes of color, big typography, and use illustrations as a way to expand the visual vocabulary that would give our chimp mascot, Freddie, new elements to relate to.

Read the case study

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