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Mailchimp AUI 2.0 

I was in charge of leading AUI 2.0, also known as abstract UI. AUI is a simplified representation of Mailchimp's app features. The goal of this project was to create a system that made the in-app features easier to understand at a glance, create a cohesive visual system, and accompanying style guide. AUI 2.0 was used throughout various touch points such as the dot com, in-app, marketing, and paid ads. 

Creative Direction

Christian Widlic


Kristie Feltner

Jane Song

Additional Design Support

Alex Miller
Devin Wistendahl
y Chan


Jamie Hopper
Albrica Tierra

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