The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

Motion Identity

Agency Mailchimp + DIA

Client Mailchimp


Branding / Identity System

Annual ID


About the Work

A flexible kinetic identity system that aligns with Mailchimp’s brand persona, “Expert Absurdist” and is adaptable across all brand touch-points. We partnered with DIA and created a motion identity system and a custom toolkit that generates consistent design and empowers Mailchimp’s creative team and external partners. Our motion behavior is derived from Freddie [our beloved chimp]’s wink and the visual style is inspired by our core brand assets: colors, shape and form. These shapes are used as elements that relate back to our core brand and work cohesively across all our brand executions, like typography, product, logo animation, video transitions, traditional animation, and core motion behaviors.

2022 Awards

Total Points: 3





Internal / In-House Agency


Executive Creative Director

Katie Potochney

Executive Producer

Matthew Mattingly
Paul Byk

Group Design Director

Christian Widlic

Video Lead

Todd Mount

Related Awards





Follow Us