Mailchimp

It's Nice That · Sep 4, 2025

The article explores the tension between brand evolution and heritage, questioning when total rebrands succeed or fail. Using examples like Tate & Lyle, Cracker Barrel, and Mailchimp, it examines public backlash, nostalgia, and the balance between consistency and innovation. The piece is produced in partnership with Frontify, highlighting the importance of coherent brand management.

It's Nice That · Oct 17, 2024

The article explores the complex relationship between perfectionism and creativity, examining how the drive for flawlessness can both enhance and hinder creative work. Featuring insights from therapist Mel Padron-Golding and creatives Siqi Song and renald Louissaint, it discusses how perfectionism can fuel excellence but also lead to paralysis or burnout. The piece encourages balance between striving for quality and allowing imperfection as part of growth.

The Brand Identity · May 21, 2017 · Interview

The Brand Identity interviews Fuzzco co-founder and creative director Helen Rice about the studio’s dual presence in Charleston and Portland, their collaborative culture, and their approach to creating distinct, playful brand experiences. The discussion covers notable projects such as AIR Serenbe, FIG, and Coast Brewing, as well as internal ventures like Serious Buildings and Pretend Store. Rice also shares insights into Fuzzco’s design philosophy, color choices, and evolving service offerings including content creation and photography.

Intuit partnered with global branding agency JKR to unify its portfolio under a new "One Intuit" brand architecture. The redesign connects TurboTax, QuickBooks, Credit Karma, and Mailchimp to the parent brand through a shared visual and verbal system, while introducing Intuit Intelligence as an identity for its AI capabilities and human expertise.