{
  "schema": "brand-kit@2",
  "palette": {
    "paper": "#FFFFFF",
    "surface": "#F5F5F5",
    "ink": "#231E15",
    "ink_muted": "#706D67",
    "accent": "#FFE01B",
    "on_accent": "#231E15",
    "accent_secondary": "#C5DBF2",
    "night": "#231E15",
    "on_night": "#FFFFFF",
    "extras": [
      {
        "name": "tint-cream",
        "hex": "#FBEECA",
        "role": "occasional section ground on inner pages; not on the homepage",
        "prov": "observed",
        "source": "https://mailchimp.com/features/"
      },
      {
        "name": "tint-peach",
        "hex": "#FFDBCC",
        "role": "occasional section ground on inner pages; not on the homepage",
        "prov": "observed",
        "source": "https://mailchimp.com/features/"
      },
      {
        "name": "tint-pink",
        "hex": "#FFCCD8",
        "role": "occasional section ground on inner pages; not on the homepage",
        "prov": "observed",
        "source": "https://mailchimp.com/features/"
      },
      {
        "name": "tint-lime",
        "hex": "#EDFFCC",
        "role": "occasional section ground on inner pages; not on the homepage",
        "prov": "observed",
        "source": "https://mailchimp.com/features/"
      },
      {
        "name": "ochre",
        "hex": "#E7B75F",
        "role": "footer ground: the whole footer (related links, link columns, Intuit family row, app badges, legal), 1042px tall at 1440",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "ochre-rule",
        "hex": "#AC8848",
        "role": "1px hairlines inside the ochre footer",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "hairline",
        "hex": "#BCBAB6",
        "role": "1px borders on plan option cards and the case-study stats pane; inactive pager pills on ink",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "charcoal",
        "hex": "#403B3B",
        "role": "footnote text; 2px border of phone result cards; pager pills on white",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "logo-tile",
        "hex": "#F0F4F6",
        "role": "80x80 ground behind each app logo in the integration tiles",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "cobrand-rule",
        "hex": "#DEDEDE",
        "role": "1px rule under the 29px Intuit co-brand strip at the very top (desktop)",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "focus",
        "hex": "#4BC4C2",
        "role": "2px focus outline, offset 3px, on buttons and links",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "disabled",
        "hex": "#DBD9D2",
        "role": "disabled button fill (from CSS; not seen on the homepage)",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      },
      {
        "name": "logo-navy",
        "hex": "#0D0031",
        "role": "the Intuit Mailchimp lockup only (circle and wordmark); never text or UI",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "date": "2026-10-29"
      }
    ]
  },
  "typography": {
    "display": {
      "family": "Literata",
      "weight": 450,
      "tracking": -0.01,
      "line_height": 1.239,
      "fallback_stack": "Georgia, serif",
      "note": "Recalibrated 2026-10-29, width first, on the exact hero line 2 'emails & SMS that connect' at 1440: Means 64px renders it 745px on the site. Literata 450, opsz 12, at 0.96875x the Means size (62px for 64) with -0.01em renders 760 (+2%); the section headline 'Recommended for your business' 595 vs 591; x-height 31.8 vs 32.2px; ink 15.8 vs 17.3 (lighter, never denser). The previous setting (Literata 500, 60px, -0.045em = -2.7px) set line 2 near 690px and read too dense and tight: do not use it. Alternatives measured: 60px w450 opsz12 0em 750px but x-height 5% short; 62px w400 opsz12 -0.01em 752px but 14% lighter; 64px w450 -0.01em 784px (+5%). Fraunces stays out: its x-height is 14% shorter than Means at every opsz.",
      "size_scale": 0.96875,
      "variation": "'opsz' 12",
      "real_weight": 400
    },
    "body": {
      "family": "Hanken Grotesk",
      "weight": 330,
      "line_height": 1.5,
      "scale": 1,
      "fallback_stack": "Arial, Helvetica, sans-serif",
      "note": "Tally on the site. Card titles, nav, buttons, labels and links are all in this sans, never the serif. Calibrated 2026-10-29 on mailchimp.com: the same copy set in Tally (the site's body face) and in each stand-in, comparing width, x-height and ink. Hanken Grotesk at 400 is 3.5% wider and carries 14% more ink than Tally 400, which is why builds read heavy. Hanken at weight 330 with -0.01em tracking matches Tally 400 within 0.1% width and 1% ink (hero lead and card copy), x-height 49 vs 50. Tally 500 = Hanken 500, no tracking. Tally 600/700 (one bold face) = Hanken 700 with +0.02em. Inter has a 10% taller x-height and runs 7% wide; Figtree is close but 0.6% wider; Instrument Sans has no weight under 400. If only static weights load, use Hanken 300 with no tracking (1.9% wider, 8% lighter).",
      "tracking": -0.01,
      "real_weight": 400
    },
    "mono": {
      "family": "Source Code Pro"
    }
  },
  "style": {},
  "voice": {
    "tone": [
      "Plainspoken",
      "Genuine",
      "Translator",
      "Dry humor"
    ],
    "notes": [
      "Clarity beats entertainment. If a joke doesn't come naturally, leave it out.",
      "The voice stays the same; the tone follows the reader's state of mind.",
      "Teach as you go, without talking down: translate jargon into plain words.",
      "The mascot smiles and winks but never talks."
    ],
    "rules": [
      {
        "id": "headline-case",
        "kind": "headline_case",
        "value": "sentence"
      },
      {
        "id": "no-generic-link-text",
        "kind": "avoid",
        "terms": [
          "click here",
          "read this"
        ],
        "instead": "the words that describe where the link goes"
      },
      {
        "id": "active-positive",
        "kind": "guidance",
        "text": "Active voice, positive phrasing"
      },
      {
        "id": "no-slang",
        "kind": "guidance",
        "text": "No slang or jargon"
      },
      {
        "id": "buttons-verb",
        "kind": "guidance",
        "text": "Buttons start with a verb and stay short"
      },
      {
        "id": "no-jokes-in-trouble",
        "kind": "guidance",
        "text": "No humor or exclamation points in failure messages and alerts; if unsure, keep a straight face",
        "prov": "published"
      },
      {
        "id": "freddie-silent",
        "kind": "guidance",
        "text": "Never personify Freddie or write in his voice",
        "prov": "published"
      },
      {
        "id": "no-chimp",
        "kind": "avoid",
        "terms": [
          "chimp (on its own)",
          "ape imagery"
        ],
        "prov": "published"
      },
      {
        "id": "name-whole",
        "kind": "guidance",
        "text": "Never split the name to make product names",
        "prov": "published"
      }
    ]
  },
  "spec": {
    "source": "https://mailchimp.com/",
    "how": "computed styles and bounding boxes at 1440 and 390 px wide, on 2026-10-28 and 2026-10-29",
    "provenance": "observed",
    "layout": {
      "page_margin": {
        "desktop": 80,
        "tablet": 58,
        "phone": 29
      },
      "section_padding": {
        "desktop": 80,
        "phone": 48,
        "logo_strip": 64
      },
      "hero_text_max": 960,
      "nav_height": 68,
      "card_gap": 16,
      "two_up_card_width_at_1440": 632,
      "page_margin_note": "Sections sit 80px in at 1440 (1280 container). On phones the margin varies by band: hero 24, features and pricing 29, case studies 20, closing band 16.",
      "container_max": 1280,
      "hero_lead_max": 720,
      "nav_height_phone": 60,
      "columns": 2,
      "columns_phone": 1,
      "gutter": 16,
      "gutter_phone": 16,
      "card_row_gap": 32
    },
    "type": [
      {
        "role": "Hero headline (phone tracking 0) [Means 64px]",
        "id": "hero-headline",
        "face": "display",
        "size": {
          "desktop": 62,
          "phone": 34.88,
          "tablet": 46.5
        },
        "line_height": 1.239,
        "weight": 450,
        "prov": "observed",
        "tracking_px": -0.62,
        "stand_in_note": "Means 64.0/36.0px 400 on the site, built as Literata 450 opsz 12 at 0.96875x, -0.01em; line height rescaled so the line box matches"
      },
      {
        "role": "Section headline [Means 40px]",
        "id": "section-headline",
        "face": "display",
        "size": {
          "desktop": 38.75,
          "phone": 28.09
        },
        "line_height": 1.033,
        "weight": 450,
        "prov": "observed",
        "tracking_px": -0.39,
        "stand_in_note": "Means 40.0/29.0px 400 on the site, built as Literata 450 opsz 12 at 0.96875x, -0.01em; line height rescaled so the line box matches"
      },
      {
        "role": "Result-band headline [Means 40px; phone 28px]",
        "id": "result-headline",
        "face": "display",
        "size": {
          "desktop": 38.75,
          "phone": 27.12
        },
        "line_height": 1.166,
        "weight": 450,
        "prov": "observed",
        "tracking_px": -0.39,
        "stand_in_note": "Means 40.0/28.0px 400 on the site, built as Literata 450 opsz 12 at 0.96875x, -0.01em; line height rescaled so the line box matches"
      },
      {
        "role": "Pricing headline [Means 48px]",
        "id": "plan-headline",
        "face": "display",
        "size": {
          "desktop": 46.5,
          "phone": 35.84
        },
        "line_height": 1.033,
        "weight": 450,
        "prov": "observed",
        "tracking_px": -0.47,
        "stand_in_note": "Means 48.0/37.0px 400 on the site, built as Literata 450 opsz 12 at 0.96875x, -0.01em; line height rescaled so the line box matches"
      },
      {
        "role": "Stat number (case studies) [Means 48px]",
        "id": "stat-number",
        "face": "display",
        "size": {
          "desktop": 46.5,
          "phone": 34.88
        },
        "line_height": 1.033,
        "weight": 450,
        "prov": "observed",
        "tracking_px": -0.47,
        "stand_in_note": "Means 48.0/36.0px 400 on the site, built as Literata 450 opsz 12 at 0.96875x, -0.01em; line height rescaled so the line box matches"
      },
      {
        "role": "Pull quote on photo [Means 32px]",
        "id": "quote",
        "face": "display",
        "size": {
          "desktop": 31,
          "phone": 31
        },
        "line_height": 1.29,
        "weight": 450,
        "prov": "observed",
        "tracking_px": -0.31,
        "stand_in_note": "Means 32.0/32.0px 400 on the site, built as Literata 450 opsz 12 at 0.96875x, -0.01em; line height rescaled so the line box matches"
      },
      {
        "role": "Lead (phone line height 20px = 1.25) [Tally 400]",
        "id": "lead",
        "face": "body",
        "size": {
          "desktop": 20,
          "phone": 16
        },
        "line_height": 1.6,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.2,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Card title (sans, never serif) [Tally 400]",
        "id": "card-title",
        "face": "body",
        "size": {
          "desktop": 23,
          "phone": 17
        },
        "line_height": 1.3,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.23,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Card description [Tally 400]",
        "id": "card-body",
        "face": "body",
        "size": {
          "desktop": 14,
          "phone": 12
        },
        "line_height": 1.5,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.14,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Card bullet [Tally 400]",
        "id": "card-bullet",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 12
        },
        "line_height": 1.35,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.16,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Body [Tally 400]",
        "id": "body",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.75,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.16,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Arrow-link label [Tally 400]",
        "id": "arrow-link",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 2,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.16,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Eyebrow (yellow, on ink) [Tally 500]",
        "id": "eyebrow",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.5,
        "weight": 500,
        "prov": "observed",
        "stand_in_note": "Tally 500 rendered in Hanken Grotesk 500, +0em"
      },
      {
        "role": "Button (hero CTA is 15px / 600) [Tally 700]",
        "id": "button",
        "face": "body",
        "size": {
          "desktop": 13,
          "phone": 13
        },
        "line_height": 1.5,
        "weight": 700,
        "prov": "observed",
        "tracking_px": 0.26,
        "stand_in_note": "Tally 700 rendered in Hanken Grotesk 700, +0.02em"
      },
      {
        "role": "Nav link [Tally 700]",
        "id": "nav-link",
        "face": "body",
        "size": {
          "desktop": 13,
          "phone": 13
        },
        "line_height": 1.1,
        "weight": 700,
        "prov": "observed",
        "tracking_px": 0.26,
        "stand_in_note": "Tally 700 rendered in Hanken Grotesk 700, +0.02em"
      },
      {
        "role": "Small / UI label [Tally 400]",
        "id": "label",
        "face": "body",
        "size": {
          "desktop": 13,
          "phone": 13
        },
        "line_height": 1.25,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.13,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Footer column heading [Tally 400]",
        "id": "footer-heading",
        "face": "body",
        "size": {
          "desktop": 16,
          "phone": 16
        },
        "line_height": 1.5,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.16,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Footer link (underlined) [Tally 400]",
        "id": "footer-link",
        "face": "body",
        "size": {
          "desktop": 13,
          "phone": 13
        },
        "line_height": 1.35,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.13,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      },
      {
        "role": "Disclaimer and legal [Tally 400]",
        "id": "legal",
        "face": "body",
        "size": {
          "desktop": 11,
          "phone": 11
        },
        "line_height": 1.45,
        "weight": 330,
        "prov": "observed",
        "tracking_px": -0.11,
        "stand_in_note": "Tally 400 rendered in Hanken Grotesk 330, -0.01em"
      }
    ],
    "components": {
      "button_primary": {
        "fill": "accent",
        "text": "ink",
        "ring_px": 1,
        "ring": "ink",
        "radius": "pill",
        "height": 48,
        "padding_x": 24,
        "font_size": 15,
        "weight": 700,
        "states": {
          "hover": {
            "css": {
              "transform": "translateY(-0.375em)",
              "box-shadow": "inset 0 0 0 1px #231E15, 0 0.375em 0 0 #231E15"
            },
            "measured": {
              "lift": "-0.375em",
              "ledge": "solid ink drop under the lifted button",
              "easing": "cubic-bezier(0.5, 2.5, 0.7, 0.7), 0.3s"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          },
          "focus": {
            "css": {
              "outline": "2px solid #4BC4C2",
              "outline-offset": "3px"
            },
            "measured": {
              "ring": "2px solid #4BC4C2, offset 3px, follows the pill"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          },
          "active": {
            "css": {
              "transform": "translateY(-0.108em)",
              "box-shadow": "inset 0 0 0 1px #231E15, 0 0.2em 0 0 #231E15"
            },
            "measured": {
              "lift": "half"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          },
          "disabled": {
            "css": {
              "background-color": "#DBD9D2",
              "color": "rgba(35, 30, 21, 0.65)",
              "box-shadow": "none",
              "pointer-events": "none"
            },
            "measured": {
              "note": "from CSS, not seen on the homepage"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          }
        },
        "note": "Hero CTA size: 343 x 48 on desktop (centered) and phone (full width at 24px margins). Every other primary is button_primary_compact",
        "width_in_hero": "343px",
        "site_weight": 600,
        "letter_spacing": "+0.02em (Hanken stand-in for Tally bold)"
      },
      "button_secondary": {
        "fill": "none",
        "text": "ink",
        "ring_px": 1,
        "ring": "ink",
        "radius": "pill",
        "height": 44,
        "padding_x": 24,
        "font_size": 13,
        "weight": 700,
        "states": {
          "hover": {
            "css": {
              "transform": "translateY(-0.375em)",
              "box-shadow": "inset 0 0 0 1px #231E15, 0 0.375em 0 0 #231E15"
            },
            "measured": {
              "lift": "-4.875px with ink ledge"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          },
          "focus": {
            "css": {
              "outline": "2px solid #4BC4C2",
              "outline-offset": "3px"
            },
            "measured": {
              "ring": "2px solid #4BC4C2, offset 3px"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          }
        },
        "note": "Request demo, Log In. Light grounds only: the homepage never puts a secondary on ink. On phone under the story carousel it drops its ring and reads as a text button",
        "site_weight": 700,
        "letter_spacing": "+0.02em (Hanken stand-in for Tally bold)"
      },
      "card": {
        "fill": "paper",
        "on": "surface",
        "radius": 24,
        "shadow": "0 4px 16px rgba(0,0,0,0.06)",
        "border": "none",
        "arrow": true,
        "prov": "observed",
        "note": "White card on the #F5F5F5 band. The full feature-card anatomy is feature_card"
      },
      "cta_link": {
        "states": {
          "hover": {
            "css": {
              "background": "rgba(255,224,27,.65)",
              "box-shadow": "0 0 0 2px rgba(255,224,27,.65)"
            },
            "measured": {
              "background": "rgba(255,224,27,.65)",
              "box_shadow": "0 0 0 2px rgba(255,224,27,.65)",
              "note": "a yellow highlighter swipe behind the underlined word"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/",
            "source_note": "in-copy 'Essentials' link, plan module"
          },
          "focus": {
            "css": {
              "background": "rgba(255,224,27,.65)",
              "box-shadow": "0 0 0 2px rgba(255,224,27,.65)"
            },
            "measured": {
              "background": "rgba(255,224,27,.65)",
              "box_shadow": "0 0 0 2px rgba(255,224,27,.65)",
              "outline": "browser default (1px auto)",
              "note": ".textLink class elsewhere uses 2px solid #4BC4C2, offset 6.5px"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/",
            "source_note": "in-copy 'Essentials' link, plan module"
          }
        },
        "prov": "observed",
        "note": "In-copy text link (underlined plan names in the pricing copy): ink, underlined; hover swipes a 65% yellow highlight behind the word"
      },
      "button_primary_compact": {
        "fill": "accent",
        "text": "ink",
        "ring_px": 1,
        "ring": "ink",
        "radius": "pill",
        "height": 44,
        "padding_x": 24,
        "font_size": 13,
        "weight": 700,
        "prov": "observed",
        "note": "Nav trial button (140 x 44), See pricing, plan card (full width), closing band. On phone section CTAs go full width",
        "states": {
          "hover": {
            "css": {
              "transform": "translateY(-0.375em)",
              "box-shadow": "inset 0 0 0 1px #231E15, 0 0.375em 0 0 #231E15"
            },
            "measured": {
              "lift": "-0.375em",
              "ledge": "solid ink drop under the lifted button"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          },
          "focus": {
            "css": {
              "outline": "2px solid #4BC4C2",
              "outline-offset": "3px"
            },
            "measured": {
              "ring": "2px #4BC4C2, offset 3px"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          }
        },
        "site_weight": 700,
        "letter_spacing": "+0.02em (Hanken stand-in for Tally bold)"
      },
      "button_nav_phone": {
        "fill": "accent",
        "text": "ink",
        "ring_px": 1,
        "ring": "ink",
        "radius": "pill",
        "height": 32,
        "padding_x": 16,
        "font_size": 13,
        "weight": 700,
        "prov": "observed",
        "note": "Phone nav: 124 x 32 Start Free Trial beside the logo, always visible",
        "site_weight": 700,
        "letter_spacing": "+0.02em (Hanken stand-in for Tally bold)"
      },
      "button_ink": {
        "fill": "ink",
        "text": "paper",
        "ring_px": 1,
        "ring": "ink",
        "radius": "pill",
        "height": 44,
        "padding_x": 24,
        "font_size": 13,
        "weight": 700,
        "prov": "observed",
        "note": "Ink-filled Start Free Trial under the case-study carousel, paired with a secondary Request demo (16px gap); hover not measured",
        "site_weight": 700,
        "letter_spacing": "+0.02em (Hanken stand-in for Tally bold)"
      },
      "button_on_dark": {
        "fill": "accent",
        "text": "ink",
        "radius": "pill",
        "height": 44,
        "padding_x": 24,
        "font_size": 13,
        "weight": 700,
        "prov": "observed",
        "note": "The yellow primary on an ink band: no ring; the hover ledge is white",
        "states": {
          "hover": {
            "css": {
              "transform": "translateY(-0.375em)",
              "box-shadow": "0 0.375em 0 0 #FFFFFF"
            },
            "measured": {
              "lift": "-4.875px",
              "ledge": "white"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          },
          "focus": {
            "css": {
              "outline": "2px solid #4BC4C2",
              "outline-offset": "3px"
            },
            "measured": {
              "ring": "2px #4BC4C2, offset 3px"
            },
            "prov": "observed",
            "source": "https://mailchimp.com/"
          }
        },
        "site_weight": 700,
        "letter_spacing": "+0.02em (Hanken stand-in for Tally bold)"
      },
      "arrow_link": {
        "anatomy": "label, 8px gap, then a 32px Cavendish Yellow circle holding an 18px ink right arrow (inset 7px). No underline",
        "fill": "accent",
        "radius": 16,
        "circle": "32px",
        "arrow_icon": "18 x 17px, ink, solid stroke arrow",
        "label": "16px / 32px line, 400, ink (15px / 500 inside feature cards); white label on ink bands, circle stays yellow with an ink arrow",
        "phone_in_yellow_card": "label 12px / 500, circle 20px ink with a white arrow",
        "hover": "a yellow pill grows behind the whole link and the circle turns ink with a yellow arrow, sliding right about 27px; left 0.3s cubic-bezier(0.34, 1.2, 0.64, 1)",
        "use": "every secondary action on the page: card links, View all case studies, See all plans, View all integrations, result-band report link",
        "prov": "observed",
        "source": "https://mailchimp.com/"
      },
      "feature_card": {
        "anatomy": "2 x 2 grid. Left text column 274px: 32px line icon, title, description, 3 bullets, arrow link pinned to the bottom. Right: an inset product visual 212 x 266, radius 26, top-aligned",
        "size_at_1440": "632 x 482",
        "fill": "paper",
        "radius": 24,
        "shadow": "0 4px 16px rgba(0,0,0,0.06)",
        "padding": "48px; visual 40px from the right edge",
        "title": "Tally 23px / 30px at weight 400, built as Hanken Grotesk 330 with -0.23px (the calibrated match for Tally 400); sans, never the serif",
        "description": "14px / 21px, 12px below the title",
        "bullets": "16px / 21.6px, 24px indent, 16px ink check-circle, 8px apart; the list fades out at the bottom",
        "link": "arrow link 48px above the card bottom",
        "visual": "a product screen (email, phone UI, app-logo collage) on its own soft color ground, cropped by the 26px frame",
        "phone": "horizontal carousel, card 329 x 632 filled Cavendish Yellow, 16px apart with the next card peeking. Top: a yellow text panel 329 x 400 (fixed min height), padding 20, laid out as a column: icon, title 17/24, text 12/18, bullets, then the arrow link pinned to the panel bottom (link box 192 x 18, its top 361px from the card top, 20px above the panel bottom). Bottom: the visual as a 329 x 232 panel flush with the card bottom, no radius of its own. Dot pager 16px below",
        "prov": "observed",
        "source": "https://mailchimp.com/",
        "icons": "32 x 32 line icons in #231E15 with about 2px strokes, square ends: card 1 picture frame; card 2 price tag on a string, hole near the top, tilted 45 degrees; card 3 smartphone outline with a speaker bar on top and a small filled square at the bottom; card 4 nine-cell 3 x 3 grid of squares, three filled (top right, middle left, bottom right) (files in slot_assets)",
        "phone_visual_fit": "object-fit cover, object-position 50% 0 (top): the visual's header always stays visible; crop only from the bottom and sides; never center-crop"
      },
      "review_proof": {
        "anatomy": "row 1: five large yellow stars (the last one half) beside 16px white text with the count in 500; row 2: Capterra, TrustRadius and G2 marks in their own colors",
        "stars": "174 x 30 desktop, 139 x 24 phone",
        "badges": "Capterra 135 x 43, TrustRadius 216 x 39, G2 37 x 38 in a 452px centered row; phone 94, 166 and 29px wide at 30px tall, spread across 343px",
        "placement": "desktop: 112px below the CTA, near the photo bottom; phone: above the CTA",
        "prov": "observed",
        "source": "https://mailchimp.com/"
      },
      "media_frame": {
        "hero": "full-bleed photo, object-fit cover, flat 25% black overlay, no radius",
        "feature_inset": "radius 26, object-fit cover",
        "case_study": "photo pane radius 24 0 0 24 (left side of the card), bottom gradient rgba(35,30,21,0) to 0.82",
        "phone_case_study": "radius 16 16 0 0, 318 x 376",
        "prov": "observed"
      },
      "logo_strip": {
        "anatomy": "one row of customer logos, black, about 62px tall, auto-scrolling marquee, about 55px between logos, no heading",
        "padding": "64px desktop, 32px phone",
        "ground": "paper",
        "prov": "observed"
      },
      "result_card": {
        "anatomy": "yellow 16px eyebrow, 40px serif headline with one boxed number, 13px source line, arrow link with a white label",
        "desktop": "left column 900px on the ink band; vertical pager on the right edge",
        "phone": "card 318 x 444, 2px #403B3B border, radius 20, padding 24, horizontal carousel. Headline: Means 28px / 31.5 on the site = Literata 450 opsz 12 at 27.1px, -0.27px, line box 31.5px; line measure 266px. Slide 1 sets in 6 lines (194px tall) with the yellow box breaking across lines: 'Mailchimp' / 'customers' / 'generated [$1.1' / 'billion] in gross' / 'revenue in just 62' / 'days.'",
        "prov": "observed"
      },
      "case_study_card": {
        "anatomy": "left photo pane with a category label and serif pull quote on a bottom gradient; right stats pane with two big numbers, a name line and an arrow link",
        "size_at_1440": "1088 x 650, centered; neighbours peek at the sides, scaled to about 89%",
        "radius": 24,
        "shadow": "0 8px 64px rgba(35,30,21,0.06), 0 4px 8px rgba(35,30,21,0.04)",
        "stats_pane": "283px wide, rgba(255,255,255,0.93), padding 40, 1px #BCBAB6 border",
        "phone": "318 wide: photo 376 tall on top, stats 2-up centered below, radius 16",
        "prov": "observed"
      },
      "plan_card": {
        "anatomy": "serif plan name 40px, 13px sends line, contacts select, two option cards (radio right), full-width yellow primary, 13px footnote",
        "size_at_1440": "370 x 472",
        "radius": 0,
        "shadow": "0 0 20px 3px rgba(35,30,21,0.15)",
        "padding": "24px 16px",
        "option_card": "radius 10, 1px #BCBAB6; closed option on #F5F5F5",
        "prov": "observed",
        "price": "'Free' set in the serif, Means 32px / 40px (28/35 phone), 400, ink, underlined in Cavendish Yellow 8px thick (4px phone), offset 4px; the headline's 'free' uses the same yellow underline at 8px, offset 6px"
      },
      "integration_tile": {
        "anatomy": "80 x 80 logo square on #F0F4F6 (radius 4), then app name 16/32 500 and a 14/20 descriptor",
        "size": "446 x 112",
        "radius": 16,
        "shadow": "0 15.5px 44px rgba(0,0,0,0.086)",
        "padding": 16,
        "layout": "three full-bleed rows, 24px apart, scrolling sideways as a marquee",
        "prov": "observed"
      },
      "check_icon": {
        "in_feature_cards": "16px ink circle, white tick",
        "in_pricing": "20px Cavendish Yellow circle, 10px ink tick",
        "prov": "observed"
      },
      "pager": {
        "on_ink_desktop": "vertical pills 8px wide: active 8 x 52 yellow, others 8 x 36 #BCBAB6, 10px apart, radius 4",
        "on_ink_phone": "active 40 x 8 yellow, others 8 x 8 #BCBAB6",
        "on_white": "40 x 8 #403B3B pills (phone: active 24 x 8, others 8 x 8)",
        "feature_cards_phone": "active 32 x 8 ink, others 8 x 8 ink at 30%",
        "prov": "observed"
      },
      "segmented_toggle": {
        "anatomy": "white pill 282 x 46, 1px rgba(35,30,21,0.3) border, padding 6; active segment ink with white 13px/500 text, the other white",
        "radius": 30,
        "where": "above the pricing headline; hidden on phone",
        "prov": "observed"
      }
    },
    "signature": [
      {
        "id": "stat-highlight",
        "name": "Yellow box on the number",
        "where": "the ink result band (and its phone cards): one number per headline",
        "spec": "the number or result phrase only, Cavendish Yellow fill, ink text, padding 0.06em 0.18em, radius 3px, same size and weight as the headline",
        "once": "one per headline",
        "example": {
          "ground": "ink",
          "text": "Customers saw 3x more replies in 30 days",
          "mark": "3x more",
          "mark_style": "box"
        },
        "dont_example": {
          "ground": "ink",
          "text": "Customers saw 3x more replies in 30 days",
          "mark": [
            "Customers saw 3x more",
            "30 days"
          ],
          "mark_style": "box"
        },
        "dont": "highlight a whole phrase, or two things in one headline"
      },
      {
        "id": "italic-accent",
        "name": "Yellow italic phrase",
        "where": "the hero headline on the dark photo; the last two words",
        "spec": "the last two or three words in the display face's italic, accent color, on night or a dark photo only",
        "once": "one per page",
        "example": {
          "ground": "photo-dark",
          "text": "Turn ideas into posts that land",
          "mark": "that land",
          "mark_style": "italic",
          "size": "lg"
        },
        "dont_example": {
          "ground": "paper",
          "text": "Turn ideas into posts that land",
          "mark": "that land",
          "mark_style": "italic",
          "size": "lg"
        },
        "dont": "use the yellow italic on white: it disappears"
      },
      {
        "id": "ink-ledge",
        "name": "Buttons hop onto an ink ledge",
        "where": "every button on hover",
        "spec": "the button lifts 0.375em with a bouncy overshoot, cubic-bezier(0.5, 2.5, 0.7, 0.7) over 0.3s, and a solid Peppercorn ledge appears under it",
        "once": "every interactive button",
        "prov": "observed",
        "example": {
          "ground": "paper",
          "text": "Start free trial",
          "button": true
        }
      }
    ],
    "bands": [
      {
        "ground": "ink",
        "content": "announcement",
        "label": "Desktop only: 29px white Intuit co-brand strip, then a 42px ink announcement bar",
        "desktop": "co-brand strip: Intuit family wordmarks 9-12px tall at x20, 1px #DEDEDE rule under it; announcement: one centered 13px white line with a dashed-underline link",
        "phone": "both strips are hidden",
        "anatomy": [
          "Co-brand strip 29px, white, wordmarks left",
          "Announcement 42px, #231E15, text 13px / 17.55 white, centered"
        ]
      },
      {
        "ground": "paper",
        "content": "nav",
        "label": "Nav · white · 68px desktop, 60px phone · sticky",
        "desktop": "logo 156 x 46 at x16; five 13px/700 links from x187; right: search, language, demo phone line, Log In secondary 86 x 44, Start Free Trial yellow 140 x 44 at 16px from the right edge",
        "phone": "logo 162 x 46 left; yellow Start Free Trial 124 x 32 and a 46px hamburger right",
        "anatomy": [
          "Nav padding 12px 16px, no border, no shadow",
          "Only the nav sticks (top -1px); the strips above scroll away"
        ]
      },
      {
        "ground": "photo-dark",
        "content": "hero",
        "label": "Hero · full-bleed photo with 25% black overlay · 651px tall at 1440",
        "headline": "Turn ideas into posts that land",
        "mark": "that land",
        "mark_style": "italic",
        "align": "center",
        "desktop": "centered stack: headline 960px box 40px below the photo top, lead max 720, 343 x 48 CTA, then review proof near the bottom",
        "phone": "photo 390 x 657 (a separate portrait crop); headline and lead left-aligned at 24px; review proof centered; full-width CTA last",
        "anatomy": [
          "Headline 64/76.8, two lines, last two words yellow italic",
          "Lead 20/32 white, 23px below the headline",
          "CTA 40px below the lead; review proof 112px below the CTA"
        ]
      },
      {
        "ground": "surface",
        "content": "cards",
        "label": "#F5F5F5 band · 80px padding · section headline left · 2 x 2 feature cards · See pricing button",
        "desktop": "headline at x80; cards start 64px below; 632 x 482 cards, 16px column gap, 32px row gap; See pricing (117 x 44) centered 64px below the grid",
        "phone": "headline 29px two lines; yellow card carousel 329 wide; dot pager; full-width See pricing",
        "anatomy": [
          "Four feature cards (components.feature_card)",
          "One yellow compact primary under the grid"
        ]
      },
      {
        "ground": "paper",
        "content": "logos",
        "label": "White strip · 64px padding · customer logos in one scrolling row",
        "desktop": "logos about 62px tall, black, marquee across the full width",
        "phone": "32px padding, the same marquee",
        "anatomy": [
          "No heading, no border, logos in black"
        ]
      },
      {
        "ground": "ink",
        "content": "stat",
        "label": "Ink result band · one result per slide, boxed number · vertical carousel",
        "headline": "Customers saw 3x more replies",
        "mark": "3x more",
        "mark_style": "box",
        "desktop": "504px tall, padding 117 / 80; text column 900 wide on the left; a soft radial glow (centre about #39352D); vertical pager at x1350",
        "phone": "cards 318 x 444 with a 2px #403B3B border, radius 20, in a horizontal carousel; pager below",
        "anatomy": [
          "Eyebrow 16/24 500 in yellow",
          "Headline 40/45.2 white with one boxed number",
          "Source line 13/20 white, then a white-label arrow link 40px below"
        ]
      },
      {
        "ground": "paper",
        "content": "carousel",
        "label": "White · section headline + arrow link · case-study carousel · ink + secondary buttons",
        "desktop": "headline at x131; arrow link 24px below; 1088 x 650 card centered with neighbours peeking; 40 x 8 pager; buttons 72px below, centered, 16px apart",
        "phone": "card 318 wide, photo on top; ink Start Free Trial full width, Request demo as text below it",
        "anatomy": [
          "Card: photo pane with serif pull quote, stats pane with two 48px numbers",
          "Buttons: secondary Request demo + ink-filled Start Free Trial"
        ]
      },
      {
        "ground": "surface",
        "content": "split",
        "label": "#F5F5F5 pricing band · copy left, plan card right",
        "headline": "Try our Standard plan for free",
        "mark": "free",
        "mark_style": "underline",
        "desktop": "left column 833 wide at x80: toggle, 48px serif headline, 16/28 copy, two-column yellow-check list, arrow link; plan card 370 x 472 at x990",
        "phone": "toggle hidden; headline and copy centered; plan card full width; arrow link centered",
        "anatomy": [
          "Headline word underlined with a thick yellow bar",
          "Plan card: square corners, soft shadow (components.plan_card)"
        ]
      },
      {
        "ground": "paper",
        "content": "tiles",
        "label": "White · centered headline, lead and arrow link · three marquee rows of integration tiles",
        "desktop": "headline 40/45 centered, lead 20/32, arrow link centered; tiles 446 x 112 in three offset rows that run past both edges",
        "phone": "headline 28/31.5 left-aligned; tiles in the same three rows",
        "anatomy": [
          "Tiles: logo square, name, one-line descriptor (components.integration_tile)"
        ]
      },
      {
        "ground": "ink",
        "content": "cta",
        "label": "Ink closing band · centered 40px serif line · yellow button with no ring",
        "desktop": "324px tall, padding 80; headline 853 wide, two lines; button 140 x 44 40px below",
        "phone": "padding 48; headline 29px, three lines; button full width at 16px margins",
        "anatomy": [
          "White headline 40/40 -0.5px",
          "Yellow button, no ring, white hover ledge (components.button_on_dark)"
        ]
      },
      {
        "ground": "surface",
        "content": "text",
        "label": "#F5F5F5 disclaimer strip · numbered 11px footnotes",
        "desktop": "padding 40; bold 11px labels, 11/16 text in a 1280 column",
        "phone": "collapsed: 24px serif Disclaimers left, View Disclaimers 16/600 with a chevron right",
        "anatomy": [
          "Every starred claim on the page has its footnote here"
        ]
      },
      {
        "ground": "#E7B75F",
        "content": "footer",
        "label": "Ochre footer #E7B75F · 1042px at 1440",
        "desktop": "related links, hairline, five link columns, hairline, Intuit family row, app badges + social + GDPR row, language select + legal",
        "phone": "single column: every column stacked, centered Intuit family row, two app badges side by side",
        "anatomy": [
          "Hairlines 1px #AC8848",
          "Ink text, links underlined"
        ]
      }
    ],
    "responsive": {
      "measured_at": [
        390,
        768,
        1024,
        1440
      ],
      "source": "https://mailchimp.com/",
      "date": "2026-10-29",
      "rows": [
        {
          "what": "hero headline size",
          "values": {
            "390": "36px / lh 46.8",
            "768": "48px / lh 57.6",
            "1024": "64px / lh 76.8",
            "1440": "64px / lh 76.8, tracking -1.2px"
          }
        },
        {
          "what": "hero headline tracking and alignment",
          "values": {
            "390": "0px, left-aligned, 3 lines",
            "768": "not measured",
            "1024": "-1.2px, centered",
            "1440": "-1.2px, centered, 2 lines in a 960px box"
          }
        },
        {
          "what": "section headline size",
          "values": {
            "390": "29.25px",
            "768": "38.4px",
            "1024": "30.72px (module quirk)",
            "1440": "40px, lh 1.0, tracking -0.5px"
          },
          "note": "Build it as 29 / 38 / 40 / 40 (our recipe). The 30.72 at 1024 is one module scaling down; the other h2s stay 40."
        },
        {
          "what": "hero lead size",
          "values": {
            "390": "16px / lh 20 (1.25), left-aligned",
            "768": "20px / lh 32",
            "1024": "20px / lh 32",
            "1440": "20px / lh 32 (1.6), centered, max 720"
          },
          "note": "Hero lead paragraph."
        },
        {
          "what": "card body size",
          "values": {
            "390": "12px / lh 18",
            "768": "12px / lh 18",
            "1024": "11px / lh 16",
            "1440": "14px / lh 21 (bullets 16 / 21.6)"
          },
          "note": "Extra row: copy inside the spotlight cards."
        },
        {
          "what": "page margin",
          "values": {
            "390": 29,
            "768": 58,
            "1024": 51,
            "1440": 80
          },
          "note": "Fluid: about 7.5vw on phone and tablet, about 5vw at 1024; at 1440 the 1280px container centers, leaving 80."
        },
        {
          "what": "section padding",
          "values": {
            "390": "48 / 48 most bands; case studies 48 / 24; pricing 60 / 48; logo strip 32 / 32",
            "768": "80 / 80",
            "1024": "80 / 80",
            "1440": "80 / 80; logo strip 64 / 64; pricing 32 / 32 around a 472px card"
          }
        },
        {
          "what": "container max width",
          "values": {
            "390": 1280,
            "768": 1280,
            "1024": 1280,
            "1440": 1280
          },
          "note": "max-width 1280px on .module--content; rendered width 332 / 653 / 922 / 1280."
        },
        {
          "what": "grid columns",
          "values": {
            "390": "1 (horizontal carousel, card 329px, next card peeks)",
            "768": "1 (horizontal carousel, card 678px)",
            "1024": 2,
            "1440": "2 x 2 (cards 632 x 482)"
          }
        },
        {
          "what": "gutter",
          "values": {
            "390": 16,
            "768": 16,
            "1024": 16,
            "1440": 16
          }
        }
      ],
      "prov": "observed"
    },
    "breakpoints": {
      "all": [
        600,
        750,
        768,
        992,
        1100,
        1200,
        1920
      ],
      "phone_max": 767,
      "what_changes": [
        "below 768 (phone layout, tokens.css switches here): hero headline left-aligned at 36px, lead 16/20; announcement and co-brand strips hidden; nav = logo + 124x32 trial button + hamburger; story and result bands become swipe carousels; section padding 48",
        "768 to 991: hero centered at 48px; the 42px announcement bar appears; nav still the hamburger; feature cards still the yellow swipe carousel (card 678 at 768)",
        "992: hero headline 64px",
        "1024 and up: feature cards become the white 2 x 2 grid (still the yellow carousel at 992, grid at 1024, 1100 and 1440; the exact switch between 993 and 1023 was not measured)",
        "1200 and up: the nav links and Log In appear (hamburger only below 1200)",
        "above 1200 (seen at 1440): the 29px Intuit co-brand strip appears above the announcement bar"
      ],
      "note": "Measured 2026-10-29 at 599, 600, 750, 767, 768, 991, 992, 1024, 1100, 1200 and 1440. The site's CSS also lists 600, 750, 1100 and 1920; nothing on the homepage changed at 600 or 750. The yellow phone feature carousel is not a phone-only pattern: it runs from 390 up to 992."
    },
    "motion": [
      {
        "name": "button-lift",
        "easing": "cubic-bezier(0.5, 2.5, 0.7, 0.7)",
        "duration_ms": 300,
        "use": "buttons hop up onto an ink ledge on hover (the overshoot is the point)",
        "prov": "observed",
        "source": "https://mailchimp.com/"
      }
    ],
    "page": {
      "source": "https://mailchimp.com/",
      "date": "2026-10-29",
      "prov": "observed",
      "announcement": {
        "summary": "Two thin strips above the nav on desktop only: the Intuit co-brand strip, then an ink offer bar",
        "ground": "co-brand #FFFFFF, offer bar #231E15",
        "height": "29px + 42px = 71px; both hidden on phone",
        "anatomy": [
          "co-brand: Intuit, TurboTax, Credit Karma, QuickBooks, Mailchimp wordmarks 9-12px tall from x20, about 24px apart; 1px #DEDEDE bottom rule",
          "offer bar: one centered line 13px / 17.55 white, ending in a link with a 1px dashed white underline"
        ]
      },
      "nav": {
        "summary": "White 68px bar, sticky, no border: lockup left, five bold 13px links, then utilities and two pill buttons right",
        "ground": "#FFFFFF",
        "height": "68px desktop, 60px phone",
        "border": "none, no shadow",
        "logo": "Cornerstone lockup SVG (724 x 205 viewBox, all #0D0031): Freddie knocked out of a navy circle, wordmark 'intuit' over 'mailchimp' to its right; rendered 46px tall (156 x 46 box) at x16, vertically centered in the 68px bar; phone 46px tall at x16. File in study.logos[0]",
        "links": "5 items from x187: Industries and Solutions, Integrations, Resources (each with a 12 x 8 chevron), Switch to Mailchimp, Pricing; 13px / 700 #231E15; about 10px between hit areas",
        "actions": "right side: search icon 20px, language EN 11px/500 with chevron, Get a demo phone line 13/700, Log In secondary 86 x 44, Start Free Trial yellow 140 x 44 ending 16px from the edge",
        "sticky": "the nav sticks at top -1px; the strips above scroll away",
        "phone": "lockup 162 x 46 at x16; right: yellow Start Free Trial 124 x 32 (padding 6px 16px), then a 46 x 39 hamburger (30 x 20 icon). The trial button stays visible next to the logo",
        "distribution": "one flex row 16 to 1424, space-between, packed with no empty middle. Left group ends at x824: logo 16-172, then links at 187-373, 380-493, 504-605, 616-756, 765-824. Right group starts at x821: search 821-857, EN 872-948, Get a demo 962-1169, Log In 1184-1270, Start Free Trial 1284-1424. Gaps between items 7-15px; all vertically centered on the 68px bar",
        "positions_1440": "Pricing link box x765-824 (text from about x773); search icon box x821-857 (20px icon at about x829-849); EN language x872-948; Get a demo x962-1169; Log In x1184-1270; Start Free Trial x1284-1424. So Pricing to search is a few px, search to EN 15px, EN to Get a demo 14px: the right cluster starts immediately after Pricing, no empty middle"
      },
      "hero": {
        "summary": "Full-bleed workspace photo under a flat 25% black overlay; centered serif headline with the last two words in yellow italic, lead, one big yellow CTA, then review proof",
        "desktop": "section 719px from the top strips; photo 1440 x 651 starts under the 68px nav. Headline box 960 wide centered (x240), top 40px below the photo top, 2 lines of 64/76.8 breaking after 'into'. Lead 720 wide centered, 23px below. CTA 343 x 48 centered, 40px below the lead. Stars + count row 112px below the CTA, badge row 20px under it, 65px clear of the photo bottom. Image 1920 x 1080 at object-position 50% 15% (scaled to 1440 x 810, top 24px cropped)",
        "phone": "photo 390 x 657 (portrait crop). Order: headline (left, x24, 343 wide, 36/46.8, 3 lines, top 40px below the photo top), lead 16/20 left, stars 139 x 24 centered 56px lower, review line centered, badge row 343 wide, then the CTA 343 x 48 full width; about 150px of photo below the CTA. Image: the site's own portrait file (390 x 844, study.slot_assets hero.phone), object-fit cover, object-position 50% 15%: the 390 x 657 box shows rows 28 to 685, so the plain wall sits behind the headline and lead and the man at the monitor fills the lower half",
        "media": "a real owner at work, product UI legible on the monitor; full colour, warm, not blurred or graded",
        "type": "headline Means 64px desktop / 36px phone, 400, white (= Literata 450 opsz 12 at 62 / 34.9px, -0.01em); italic phrase #FFE01B; lead Tally 20/32 400 white (= Hanken 330, -0.2px)",
        "cta": "one button only: Start Free Trial, yellow, 1px ink ring, radius 40, 15px / 600 (components.button_primary)",
        "proof": "components.review_proof: stars, '*Based on 33,000+ reviews across', Capterra, TrustRadius and G2 marks",
        "lead_budget": "one sentence, at most about 20 words (the live lead is 18)",
        "headline_wrap": "the yellow italic phrase may wrap across lines. Desktop: 'Turn ideas into' / 'emails & SMS that connect'. Phone (343px): 'Turn ideas into' / 'emails & SMS that' / 'connect', so 'that' ends line 2 and 'connect' stands alone in italic on line 3. Never force the italic phrase onto one line"
      },
      "sections": [
        {
          "name": "Feature cards",
          "summary": "Section headline left, then four feature cards in a 2 x 2 grid, then one compact yellow button",
          "ground": "#F5F5F5",
          "desktop": "padding 80; headline 40/40 at x80; grid 64px below: 632 x 482 cards, gaps 16 across and 32 down; See pricing 117 x 44 centered 64px below",
          "phone": "padding 48; horizontal carousel of yellow 329 x 632 cards at x29: a 400px text panel with the arrow link pinned to its bottom (20px inset), then a 329 x 232 visual; pager 16px below; See pricing full width (332 x 44). Gap from the bottom of the 8px pager to the top of See pricing: 64px (pager at 1504-1512, button at 1576); 48px below the button to the section end",
          "anatomy": [
            "card: white, radius 24, shadow 0 4px 16px rgba(0,0,0,0.06), padding 48",
            "text column 274 wide: 32px line icon, title Tally 23/30 400 (= Hanken 330), description 14/21, three bullets 16/21.6 with 16px ink check-circles",
            "inset visual 212 x 266, radius 26, top-right 40px from the edge: a product screen on its own pastel ground",
            "arrow link pinned 48px above the card bottom",
            "phone visual: object-fit cover anchored to the top (object-position 50% 0), so the email or screen header always stays visible and only the bottom and sides are cut; never center-crop it"
          ],
          "components": "feature_card, arrow_link, check_icon, button_primary_compact, pager"
        },
        {
          "name": "Customer logo strip",
          "summary": "One row of black customer logos scrolling sideways, no heading",
          "ground": "#FFFFFF",
          "desktop": "196px tall, padding 64; logos about 62px tall, about 55px apart, running past both edges",
          "phone": "132px tall, padding 32; same marquee",
          "anatomy": [
            "logos keep their real shapes in black",
            "no label, no border, no fade"
          ],
          "components": "logo_strip"
        },
        {
          "name": "Result band",
          "summary": "An ink band showing one customer result at a time, the number boxed in yellow",
          "ground": "#231E15 with a soft radial glow (centre about #39352D)",
          "desktop": "504px tall, padding 117 / 80; text column 900 wide: eyebrow 16/24 500 yellow, headline Means 40/45.2 white with one boxed number, source line 13/20 white 16px below, arrow link with a white label 40px below; vertical pager at the right edge",
          "phone": "padding 24 / 20; cards 318 x 444, 2px #403B3B border, radius 20, padding 24; headline Means 28/31.5 (= Literata 27.1px, line box 31.5) on a 266px measure, 6 lines for slide 1 with the box wrapping; label 13px; horizontal pager below",
          "anatomy": [
            "four slides; [brackets] mark the one boxed number",
            "Slide 1, eyebrow 'Peak Season': customers generated [$1.1 billion] in gross revenue in just 62 days. Source line: customers on free and paid plans, October 31 to December 31, 2025 (a total, stated flat, no 'up to'). Link: the peak season report",
            "Slide 2, eyebrow 'Automation': customers saw up to [8x more] orders on average with automation flows. Source line: orders from bulk emails of paid plan users, all geographies, January 2023 to January 2025; flows vary by plan. Link: marketing automations",
            "Slide 3, eyebrow 'SMS Marketing': users saw up to a [97% higher] click rate when they used both email and SMS. Source line: US users sending both email and SMS vs email only, 8/1/23 to 1/05/25. Link: SMS marketing",
            "Slide 4, eyebrow 'Ecommerce Marketing': ecommerce users on the Standard plan saw up to [27x ROI]. Source line: all e-commerce revenue attributable to Standard plan users' email campaigns, 12/1/24 to 11/30/25. Link: Mailchimp for ecommerce",
            "the source line sits under the headline on the band itself, not only in the disclaimers"
          ],
          "components": "result_card, arrow_link, pager, signature: Yellow box on the number"
        },
        {
          "name": "Customer stories",
          "summary": "Section headline with an arrow link, then a wide story card carousel, then two buttons",
          "ground": "#FFFFFF",
          "desktop": "padding 80; headline at x131, arrow link 24px below; card 1088 x 650 centered at x176, neighbours peeking; pager 40 x 8 pills 16px below; buttons centered 72px lower",
          "phone": "padding 48 / 20 / 24; card 318 x 641: photo 376 tall with the quote over it, stats 2-up centered, name, arrow link; Start Free Trial ink full width, Request demo as text below",
          "anatomy": [
            "photo pane 805 wide, radius 24 on the left, bottom gradient #231E15 from 0 to 82%; category 16/22.4 500 white, quote Means 32/40 white, max 462 wide",
            "stats pane 283 wide, 93% white, padding 40, 1px #BCBAB6 border: number Means 48/48 -1px, label 16/28, then a second pair",
            "name line 20/28 at 65% ink with the name bold; arrow link at the bottom"
          ],
          "components": "case_study_card, arrow_link, pager, button_secondary, button_ink"
        },
        {
          "name": "Pricing module",
          "summary": "Plan pitch on the left, a live plan card on the right",
          "ground": "#F5F5F5",
          "desktop": "572px tall, padding 32; left column 833 at x80; plan card 370 x 472 at x990, $ USD selector above it",
          "phone": "padding 60 / 48; toggle hidden; headline 37/37 centered; copy centered 16/24; card full width 332; See all plans centered",
          "anatomy": [
            "segmented toggle 282 x 46 (components.segmented_toggle)",
            "headline Means 48/48 -1px; the word 'free' underlined with a thick yellow bar",
            "copy 16/28 with underlined plan links; features in two 400px columns, 13px text, 20px yellow check circles",
            "plan card: square corners, shadow 0 0 20px 3px rgba(35,30,21,0.15), full-width yellow button, 13px #403B3B footnote",
            "plan card price: 'Free' in Means 32/40 (28/35 phone), ink, with a #FFE01B underline 8px thick (4px phone), 4px offset; then 'for 14 days' 13px",
            "no image in this section"
          ],
          "components": "plan_card, segmented_toggle, check_icon, arrow_link"
        },
        {
          "name": "Integrations",
          "summary": "Centered headline, lead and arrow link over three sideways-scrolling rows of app tiles",
          "ground": "#FFFFFF",
          "desktop": "padding 80; headline 40/45 centered (1220 box), lead 20/32, arrow link centered; tiles 446 x 112, 24px apart, three rows offset from each other",
          "phone": "padding 48; headline 28/31.5 and lead 16/20 left-aligned at x30; same three rows",
          "anatomy": [
            "tile: white, radius 16, shadow 0 15.5px 44px rgba(0,0,0,0.086), padding 16",
            "80 x 80 logo square #F0F4F6 radius 4; name 16/32 500; descriptor 14/20"
          ],
          "components": "integration_tile, arrow_link"
        },
        {
          "name": "Closing band",
          "summary": "Ink band with one centered serif line and one yellow button",
          "ground": "#231E15",
          "desktop": "324px tall, padding 80; headline 853 wide centered, Means 40/40 -0.5px white, 2 lines; button 140 x 44 centered 40px below",
          "phone": "251px tall, padding 48; headline 29px, 3 lines, at 16px margins; button 362 x 44 full width",
          "anatomy": [
            "button has no ring on ink; hover lifts onto a white ledge"
          ],
          "components": "button_on_dark"
        },
        {
          "name": "Disclaimers",
          "summary": "Numbered footnotes for every starred claim",
          "ground": "#F5F5F5",
          "desktop": "176px, padding 40; '*Disclaimers' 11px/500, then a numbered list 11/16 with bold lead-ins",
          "phone": "108px, padding 24; collapsed row: 'Disclaimers' Means 24px left, 'View Disclaimers' 16/600 with a 16px chevron right",
          "anatomy": [
            "text #231E15, no rules"
          ]
        }
      ],
      "footer": {
        "summary": "A tall ochre footer: related links, five underlined link columns, the Intuit family row, app badges and social icons, then legal",
        "ground": "#E7B75F",
        "anatomy": [
          "padding 60 top and bottom; content inset to x102-130",
          "Related Links: 16/24 heading, three 13px underlined links 34px apart",
          "1px #AC8848 hairline 246px below the footer top, full-bleed: x 0 to 1440, edge to edge, not inset with the content",
          "five columns at x130, 362, 608, 862, 1100: headings Tally 16/24 400 (= Hanken 330) ink, 24px gap, then 13/17.55 underlined ink links 31.5px apart",
          "second #AC8848 hairline (also full-bleed, 0 to 1440), then the Intuit family wordmarks centered (12px icons)",
          "row: App Store and Google Play badges 115 x 34, six 20px social icons 24px apart, GDPR badge 102 x 40",
          "language select 203 x 41 with a 1px ink border, then legal 11/16 with bold underlined links"
        ],
        "phone": "padding 40; one column at x16: related links, then each column stacked (heading 16/24, links 13px 32px apart), Intuit family row centered on two lines, two app badges 135 x 44 side by side, social icons, language select full width",
        "lower_rows": [
          "desktop row 1 (y +740 from footer top): Intuit family wordmarks centered on the page, x512-928 (center 720), 42px tall",
          "desktop row 2 (47px lower): one centered row x337-1084: App Store and Google Play 115 x 34 with 20px between, 40px gap, six social icons 20px tall on a 44px pitch (x659-910), 72px gap, GDPR badge 102 x 40; all vertically centered",
          "desktop row 3 (54px lower): language select 203 x 41 at x257, 40px gap, legal text 684 wide (x500-1184), 11/16, 3 lines; the pair is centered on 720; 60px bottom padding",
          "phone: Intuit family centered (wordmark row, then two rows of two); 2 app badges 135 x 44 side by side (x44 and x211); six socials spread across x40-351 on a 50px pitch; GDPR badge 102 x 40 centered; language select full width 336 x 41 at x28; legal 334 wide, 11/16"
        ],
        "columns": "Related Links 3; Products 9; Resources 4; Community 3; Company 5; Help 4 (28 column links in all)"
      },
      "dark_ground": {
        "primary_button": "Cavendish Yellow, ink text, no ring; hover lifts 0.375em onto a white ledge",
        "secondary_button": "not used on the homepage's ink bands (observed 2026-10-29): use the yellow primary or an arrow link",
        "link": "arrow link with a white 16/32 label (13px on phone) and the yellow 32px circle with an ink arrow",
        "text": "headlines and body white #FFFFFF; eyebrows #FFE01B 16/24 500; no grey muted text on ink",
        "hairline": "2px #403B3B (phone result cards); pager pills #BCBAB6, active #FFE01B",
        "photo_overlay": "flat rgba(0,0,0,0.25) over the hero photo; no gradient, no blur",
        "logo_on_dark": "the homepage never puts the logo on dark: it sits on the white nav, and the footer is ochre with ink wordmarks. Brandfetch has no reverse variant (checked 2026-10-29); Mailchimp's brand-assets page shows the lockup in white on black"
      }
    },
    "type_calibration": {
      "prov": "observed",
      "date": "2026-10-29",
      "method": "same copy at 20px (hero lead), 14px (card) and 13px (nav) in Tally and each stand-in on mailchimp.com; width, canvas x-height and ink per pixel",
      "result": "Calibrated 2026-10-29 on mailchimp.com: the same copy set in Tally (the site's body face) and in each stand-in, comparing width, x-height and ink. Hanken Grotesk at 400 is 3.5% wider and carries 14% more ink than Tally 400, which is why builds read heavy. Hanken at weight 330 with -0.01em tracking matches Tally 400 within 0.1% width and 1% ink (hero lead and card copy), x-height 49 vs 50. Tally 500 = Hanken 500, no tracking. Tally 600/700 (one bold face) = Hanken 700 with +0.02em. Inter has a 10% taller x-height and runs 7% wide; Figtree is close but 0.6% wider; Instrument Sans has no weight under 400. If only static weights load, use Hanken 300 with no tracking (1.9% wider, 8% lighter).",
      "table": [
        "lead 20px: Tally 400 width 623.6 ink 7.69; Hanken 330 -0.01em 623.8 / 7.78; Hanken 400 645.3 / 8.74; Figtree 330 -0.01em 627.9 / 7.74; Inter 330 -0.01em 658.5 / 8.30",
        "card 14px: Tally 400 369.6 / 5.23; Hanken 330 -0.01em 369.8 / 5.28; Hanken 400 381.7 / 5.91",
        "nav 13px: Tally 700 339.3 / 7.96; Hanken 700 323.4 / 7.52; Hanken 700 +0.01em 330.6 / 7.37 (so +0.02em for width)"
      ],
      "display": "Recalibrated 2026-10-29, width first, on the exact hero line 2 'emails & SMS that connect' at 1440: Means 64px renders it 745px on the site. Literata 450, opsz 12, at 0.96875x the Means size (62px for 64) with -0.01em renders 760 (+2%); the section headline 'Recommended for your business' 595 vs 591; x-height 31.8 vs 32.2px; ink 15.8 vs 17.3 (lighter, never denser). The previous setting (Literata 500, 60px, -0.045em = -2.7px) set line 2 near 690px and read too dense and tight: do not use it. Alternatives measured: 60px w450 opsz12 0em 750px but x-height 5% short; 62px w400 opsz12 -0.01em 752px but 14% lighter; 64px w450 -0.01em 784px (+5%). Fraunces stays out: its x-height is 14% shorter than Means at every opsz.",
      "display_table": [
        "hero line 2 at 1440: Means 64px 745px (site); Literata 450 opsz12 62px -0.01em 760; 60px 0em 750; 62px w400 752; 64px 784; old 60px w500 -0.045em about 690 (rejected)",
        "section headline: Means 40px -0.5px 591px; Literata 450 opsz12 38.75px -0.39px 595px",
        "x-height: Means 32.2px at 64; Literata 31.8px at 62"
      ]
    },
    "type_mapping_rule": "Wherever this book names a Tally weight, build it in Hanken Grotesk as: Tally 400 = Hanken 330 with -0.01em; Tally 500 = Hanken 500; Tally 600/700 = Hanken 700 with +0.02em. The type table already lists the Hanken values."
  },
  "system": {
    "fixed": [
      "The logo and Freddie",
      "Cavendish Yellow and the ink",
      "The serif-and-sans type pairing"
    ],
    "flex": "Illustration. It stays playful and changes from piece to piece; everything else holds still.",
    "traits": [
      {
        "is": "Plainspoken",
        "text": "\"We strip all that away and value clarity above all.\"",
        "source": "https://styleguide.mailchimp.com/voice-and-tone/",
        "prov": "published"
      },
      {
        "is": "Genuine",
        "text": "Relate to customers' challenges and passions; speak in a familiar, warm, accessible way",
        "source": "https://styleguide.mailchimp.com/voice-and-tone/",
        "prov": "published",
        "paraphrase": true
      },
      {
        "is": "Translators",
        "text": "Demystify B2B-speak and actually educate",
        "source": "https://styleguide.mailchimp.com/voice-and-tone/",
        "prov": "published",
        "paraphrase": true
      },
      {
        "is": "Dry humor",
        "text": "\"straight-faced, subtle, and a touch eccentric\"",
        "source": "https://styleguide.mailchimp.com/voice-and-tone/",
        "prov": "published"
      },
      {
        "is": "Weird",
        "not": "inappropriate",
        "text": "\"We're weird but not inappropriate, smart but not snobbish.\"",
        "source": "https://styleguide.mailchimp.com/voice-and-tone/",
        "prov": "published"
      },
      {
        "is": "Smart",
        "not": "snobbish",
        "text": "\"We're weird but not inappropriate, smart but not snobbish.\"",
        "source": "https://styleguide.mailchimp.com/voice-and-tone/",
        "prov": "published"
      },
      {
        "is": "Educating",
        "not": "patronizing or confusing",
        "text": "\"educate people without patronizing or confusing them\"",
        "source": "https://styleguide.mailchimp.com/voice-and-tone/",
        "prov": "published"
      }
    ]
  },
  "proportion": {
    "note": "Share of the rendered mailchimp.com homepage at 1440px each color covers, measured from a full-page screenshot on 2026-10-29; \"other\" is photos, type and mixed pixels. On the 390px phone page the yellow feature cards lift yellow to about 7% and ochre to 27%",
    "source": "https://mailchimp.com/",
    "prov": "observed",
    "parts": [
      {
        "name": "White",
        "hex": "#FFFFFF",
        "n": 33.5
      },
      {
        "name": "Off-white",
        "hex": "#F5F5F5",
        "n": 17
      },
      {
        "name": "Ochre",
        "hex": "#E7B75F",
        "n": 14.7
      },
      {
        "name": "Peppercorn",
        "hex": "#231E15",
        "n": 7.6
      },
      {
        "name": "Cavendish Yellow",
        "hex": "#FFE01B",
        "n": 0.6
      },
      {
        "name": "Photos, type and other",
        "hex": "#B9B4AA",
        "n": 26.5
      }
    ]
  },
  "tone_by_state": {
    "note": "Our reading, not a published scale. Published basis: tone follows the reader's state of mind; if unsure, keep a straight face; never use exclamation points in failure messages or alerts.",
    "source": "https://styleguide.mailchimp.com/voice-and-tone/",
    "states": [
      {
        "state": "Celebrating",
        "level": 4
      },
      {
        "state": "Learning",
        "level": 3
      },
      {
        "state": "Working",
        "level": 2
      },
      {
        "state": "Confused",
        "level": 1
      },
      {
        "state": "Error or billing",
        "level": 0
      }
    ],
    "prov": "inferred"
  },
  "formats": [
    {
      "format": "Landing page",
      "level": 3,
      "must": "Dark-photo hero with the yellow-italic phrase, one 343 x 48 yellow CTA and review proof; 2 x 2 feature cards on #F5F5F5 with arrow links; logo strip; an ink result band with one boxed number; an ink closing band; ochre footer",
      "flex": "the photo, two or four feature cards, whether the story carousel, pricing and integrations sections appear"
    },
    {
      "format": "Deck",
      "level": 2,
      "must": "Ink type on white, the yellow on the title slide and the ask",
      "flex": "one illustration per section opener"
    },
    {
      "format": "Proposal page",
      "level": 2,
      "must": "Yellow on the next-step button only; one ink band for the price",
      "flex": "a spot illustration at the top"
    },
    {
      "format": "Ad",
      "level": 4,
      "must": "Yellow ground, ink headline, the logo",
      "flex": "the illustration carries the idea"
    },
    {
      "format": "Social post",
      "level": 5,
      "must": "Yellow or the illustration, plus the wordmark",
      "flex": "the loudest, strangest illustration"
    },
    {
      "format": "Email",
      "level": 1,
      "must": "Logo top left, one yellow button",
      "flex": "none: plain and useful"
    },
    {
      "format": "Error or billing message",
      "level": 0,
      "must": "Plain words, no joke",
      "flex": "none"
    }
  ],
  "checks": [
    {
      "name": "Logo hidden",
      "text": "Cover the logo. It should still read as Mailchimp: the yellow, the ink, the serif, the hand-drawn strangeness."
    },
    {
      "name": "Swap test",
      "text": "Put a competitor's logo on it. If it still fits, it's generic, and it goes back."
    }
  ],
  "examples": [
    {
      "chapter": "color",
      "do": {
        "ground": "accent",
        "text": "Start free trial",
        "button": true
      },
      "do_caption": "Yellow means the next action: a filled pill with ink text.",
      "dont": {
        "ground": "paper",
        "text": "Grow your audience",
        "ink": "accent"
      },
      "dont_caption": "Yellow as text on white fails contrast (1.3:1) and stops meaning action."
    },
    {
      "chapter": "color",
      "do": {
        "ground": "ink",
        "text": "Ink for the result and the close",
        "ink": "paper"
      },
      "do_caption": "Ink is the contrast moment: the result band and the closing band.",
      "dont": {
        "ground": "accent",
        "text": "Everything in yellow",
        "ink": "ink"
      },
      "dont_caption": "A page that is mostly yellow loses the one color that meant something."
    },
    {
      "chapter": "voice",
      "do": {
        "ground": "paper",
        "text": "Your payment didn't go through. Update your card to keep sending."
      },
      "do_caption": "Errors and billing: plain, no joke, the fix in the same breath.",
      "dont": {
        "ground": "paper",
        "text": "Oops! Looks like your card took a little vacation 🌴"
      },
      "dont_caption": "Humor in a billing error. Their guide drops jokes when the reader is stressed."
    },
    {
      "chapter": "type",
      "do": {
        "ground": "paper",
        "text": "Turn ideas into emails that connect",
        "font": "display",
        "weight": 400
      },
      "do_caption": "Serif headline at regular weight, sentence case.",
      "dont": {
        "ground": "paper",
        "text": "TURN IDEAS INTO EMAILS",
        "font": "display",
        "weight": 800
      },
      "dont_caption": "Bold, all caps: warm becomes loud."
    }
  ],
  "make_it_yours": {
    "note": "Everything above transfers. These are Mailchimp's own and must be replaced with yours: name and logo, purpose, positioning, messaging pillars, proof, taglines and boilerplate.",
    "replace": [
      "identity",
      "purpose",
      "positioning",
      "messaging.pillars",
      "messaging.proof_points",
      "messaging.taglines",
      "messaging.boilerplate"
    ],
    "reference": {
      "purpose": {
        "mission": {
          "text": "We empower millions of customers around the world to start and grow their businesses.",
          "prov": "published",
          "source": "https://mailchimp.com/about/",
          "why": "Mailchimp's self-description on its About page and in its press boilerplate; it doesn't call it a mission.",
          "label": "Self-description"
        },
        "story": {
          "text": "Ben Chestnut and Dan Kurzius ran a web design agency, the Rocket Science Group, serving large corporate clients, and built an email service for small businesses on the side as a cheaper alternative to costly early-2000s email software. Founded in Atlanta in 2001; acquired by Intuit in 2021.",
          "prov": "published",
          "source": "https://mailchimp.com/about/",
          "paraphrase": true
        },
        "values": [
          {
            "name": "Humble, creative, independent",
            "means": "the workforce they aim for; collaboration and creativity are tools for helping customers reach their goals.",
            "prov": "published",
            "source": "https://mailchimp.com/about/",
            "paraphrase": true
          },
          {
            "name": "\"What makes us different makes us stronger\"",
            "means": "an inclusive, equitable organization is good for teams, customers and community.",
            "prov": "published",
            "source": "https://mailchimp.com/about/",
            "paraphrase": true
          },
          {
            "name": "\"Big change can start small\"",
            "means": "the idea behind Give Where You Live, its support for small local organizations.",
            "prov": "published",
            "source": "https://mailchimp.com/about/",
            "paraphrase": true
          },
          {
            "name": "Empower, respect, educate, guide, speak truth",
            "means": "the five writing goals in the content style guide, in that order; 'speak truth' means focusing on real strengths and avoiding grandiose claims.",
            "prov": "published",
            "source": "https://styleguide.mailchimp.com/writing-principles/",
            "paraphrase": true
          }
        ]
      },
      "positioning": {
        "statement": {
          "text": "For small and mid-sized businesses and advanced marketers, Mailchimp is the email and marketing automation platform that takes the guesswork out of growth with data-backed recommendations, in a brand that is warm, plain and a little weird.",
          "prov": "inferred",
          "why": "Assembled from the press boilerplate (category, audience, data-backed recommendations), the 2022 'Guess Less, Sell More' campaign (problem) and the voice guide (character). Mailchimp publishes no positioning statement.",
          "source": "https://mailchimp.com/newsroom/in-house-agency-of-the-year/"
        },
        "category": {
          "text": "\"an email and marketing automations platform\" (boilerplate wording)",
          "prov": "published",
          "source": "https://mailchimp.com/newsroom/in-house-agency-of-the-year/"
        },
        "audience": {
          "text": "\"small and mid-sized businesses and advanced marketers\" (boilerplate wording)",
          "prov": "published",
          "source": "https://mailchimp.com/newsroom/in-house-agency-of-the-year/"
        },
        "problem": {
          "text": "marketing by guesswork. The 2022 brand campaign framed the job as taking the guesswork out of growing a business; the Feb 2026 release and a homepage proof headline push the same idea through data and AI.",
          "prov": "published",
          "source": "https://mailchimp.com/newsroom/guesswork-campaign-launch/",
          "paraphrase": true
        },
        "promise": {
          "text": "data-backed recommendations at the heart of your marketing, so you find and engage customers across email, social, landing pages and ads, automatically and with AI.",
          "prov": "published",
          "source": "https://mailchimp.com/newsroom/in-house-agency-of-the-year/",
          "paraphrase": true
        },
        "differentiators": [
          {
            "text": "One platform that connects to other tools: \"One marketing platform to unite 300+ apps\"",
            "prov": "observed",
            "source": "https://mailchimp.com/",
            "source_note": "2026-10-28"
          },
          {
            "text": "AI recommendations branded 'Mailchimp with Intuit Intelligence' (homepage hero subhead)",
            "prov": "observed",
            "source": "https://mailchimp.com/",
            "source_note": "2026-10-28"
          },
          {
            "text": "A free plan for under 250 contacts: \"Under 250 contacts? It's free.\"",
            "prov": "observed",
            "source": "https://mailchimp.com/pricing/marketing/",
            "source_note": "2026-10-28"
          },
          {
            "text": "Claims to be the \"#1 email marketing and automation platform\" in a pricing disclaimer, based on December 2023 competitor customer data",
            "prov": "observed",
            "source": "https://mailchimp.com/pricing/marketing/",
            "source_note": "2026-10-28"
          },
          {
            "text": "A brand character (dry, slightly surreal, hand-drawn) that competitors in email software don't have",
            "prov": "inferred",
            "why": "Reading of the voice guide plus the COLLINS 'sophisticated and the surreal' system; not stated by Mailchimp as a differentiator.",
            "source": "https://www.wearecollins.com/work/mailchimp/"
          }
        ],
        "alternatives": [
          {
            "text": "costly early-2000s email software, the alternative the founders built against",
            "prov": "published",
            "source": "https://mailchimp.com/about/",
            "paraphrase": true
          },
          {
            "text": "Other email and automation platforms, unnamed; the '#1' claim is benchmarked against competitor customer data",
            "prov": "observed",
            "source": "https://mailchimp.com/pricing/marketing/",
            "source_note": "2026-10-28"
          }
        ]
      },
      "messaging": {
        "taglines": [
          {
            "text": "Turn ideas into emails & SMS that connect",
            "prov": "observed",
            "source": "https://mailchimp.com/",
            "where": "homepage hero, 2026-10-28; 'that connect' set in yellow italic"
          },
          {
            "text": "Millions of users trust us with their email marketing. You can too.",
            "prov": "observed",
            "source": "https://mailchimp.com/",
            "where": "homepage closing band, 2026-10-28"
          },
          {
            "text": "Guess Less, Sell More",
            "prov": "published",
            "source": "https://mailchimp.com/newsroom/guesswork-campaign-launch/",
            "where": "2022 brand campaign"
          },
          {
            "text": "Did You Mean MailChimp?",
            "prov": "published",
            "source": "https://www.creativereview.co.uk/cannes-lions-2017-winners/",
            "where": "2017 brand campaign (Droga5); old capital-C spelling"
          }
        ],
        "attributes": [
          "plainspoken",
          "genuine",
          "translator",
          "dry humor"
        ],
        "key_messages": [],
        "boilerplate": {
          "text": "Intuit Mailchimp is an email and marketing automations platform for small and mid-sized businesses. It helps them start and grow with marketing technology, customer support and content, putting data-backed recommendations at the heart of their marketing across email, social, landing pages and ads.",
          "prov": "published",
          "source": "https://mailchimp.com/newsroom/in-house-agency-of-the-year/",
          "paraphrase": true,
          "why": "First sentence quoted; the rest paraphrased from the press boilerplate."
        },
        "pillars": [
          {
            "name": "Results you can measure",
            "claim": "Customers see big returns from email, SMS and automation",
            "prov": "inferred",
            "why": "ROI stats lead the homepage and pricing hero; Mailchimp does not name pillars.",
            "source": "https://mailchimp.com/pricing/marketing/",
            "proof": [
              "roi-27x",
              "roi-30x-ecom",
              "auto-8x"
            ]
          },
          {
            "name": "Smarter with data and AI",
            "claim": "Recommendations surface your next opportunity",
            "prov": "inferred",
            "why": "Homepage hero subhead and the boilerplate's 'data-backed recommendations'.",
            "source": "https://mailchimp.com/",
            "proof": [
              "predictive-141"
            ]
          },
          {
            "name": "One platform, everything connected",
            "claim": "Email, SMS, social, landing pages, ads and 300+ apps in one place",
            "prov": "inferred",
            "why": "Homepage section headline and boilerplate channel list.",
            "source": "https://mailchimp.com/",
            "proof": [
              "apps-300"
            ]
          },
          {
            "name": "Trusted, easy to start",
            "claim": "Millions use it; start free",
            "prov": "inferred",
            "why": "Homepage rating band, closing band and pricing free tier.",
            "source": "https://mailchimp.com/",
            "proof": [
              "reviews-33k",
              "millions",
              "free-250"
            ]
          }
        ],
        "proof_points": [
          {
            "id": "roi-27x",
            "kind": "stat",
            "text": "Up to 27x ROI for Standard plan users (footnote: e-commerce revenue from Standard plan email campaigns, 12/1/24 to 11/30/25)",
            "source": "https://mailchimp.com/pricing/marketing/"
          },
          {
            "id": "roi-30x-ecom",
            "kind": "stat",
            "text": "Up to 30x ROI for e-commerce customers who connected their stores (homepage feature card, 2026-10-29; also the Feb 2026 release). A different metric from the 27x Standard plan figure",
            "source": "https://mailchimp.com/"
          },
          {
            "id": "auto-7x",
            "kind": "stat",
            "text": "Up to 7x more orders from automation flows versus bulk emails (connected stores, Jan 1 2022 to Jul 1 2023). An older pricing-page footnote only; not on the homepage",
            "source": "https://mailchimp.com/pricing/marketing/"
          },
          {
            "id": "predictive-141",
            "kind": "stat",
            "text": "Up to 141% more revenue from predictive-segmented emails (Standard and Premium, connected stores, Jan 1 2022 to Jul 1 2023)",
            "source": "https://mailchimp.com/pricing/marketing/"
          },
          {
            "id": "sms-97",
            "kind": "stat",
            "text": "Up to a 97% higher click rate for US users who sent both email and SMS versus email only (8/1/23 to 1/05/25; homepage result band). The pricing page footnotes an older 58% figure (8/1/23 to 5/14/24); use the homepage one",
            "source": "https://mailchimp.com/"
          },
          {
            "id": "auto-8x",
            "kind": "stat",
            "text": "Up to 8x more orders on average with automation flows versus bulk emails (paid plans, all geographies, January 2023 to January 2025). The homepage figure: use this one",
            "source": "https://mailchimp.com/"
          },
          {
            "id": "peak-1-1b",
            "kind": "stat",
            "text": "$1.1 billion in gross revenue in 62 days (customers on free and paid plans, Oct 31 to Dec 31, 2025)",
            "source": "https://mailchimp.com/"
          },
          {
            "id": "reviews-33k",
            "kind": "stat",
            "text": "Four and a half star rating based on 33,000+ reviews (Capterra, TrustRadius, G2)",
            "source": "https://mailchimp.com/"
          },
          {
            "id": "apps-300",
            "kind": "stat",
            "text": "300+ app integrations",
            "source": "https://mailchimp.com/"
          },
          {
            "id": "millions",
            "kind": "stat",
            "text": "Millions of users / customers (no exact count published)",
            "source": "https://mailchimp.com/about/"
          },
          {
            "id": "free-250",
            "kind": "other",
            "text": "Free plan up to 250 contacts",
            "source": "https://mailchimp.com/pricing/marketing/"
          },
          {
            "id": "give-15m",
            "kind": "stat",
            "text": "More than $15 million invested to help small and medium-sized organizations",
            "source": "https://mailchimp.com/about/"
          },
          {
            "id": "logos",
            "kind": "customer",
            "text": "Customer logos on the homepage: Spotify, BodyArmor, Gap Inc, Canva, The Onion, World Central Kitchen, Subway, University of Miami, C3 Presents, ReMax West Realty",
            "source": "https://mailchimp.com/"
          },
          {
            "id": "cannes-2017",
            "kind": "award",
            "text": "Cannes Lions 2017 Cyber Grand Prix for 'Did You Mean MailChimp?' (Droga5)",
            "source": "https://www.creativereview.co.uk/cannes-lions-2017-winners/"
          },
          {
            "id": "adage-2023",
            "kind": "award",
            "text": "Ad Age 2023 In-House Agency of the Year for Wink Creative, Mailchimp's in-house team (40+ creatives, 4,500+ pieces since 2020)",
            "source": "https://mailchimp.com/newsroom/in-house-agency-of-the-year/"
          }
        ],
        "claim_boundaries": [
          {
            "text": "\"Avoid dramatic storytelling and grandiose claims.\" Focus on real strengths.",
            "prov": "published",
            "source": "https://styleguide.mailchimp.com/writing-principles/"
          },
          {
            "text": "\"we never personify him\" (Freddie); never write in Freddie's voice",
            "prov": "published",
            "source": "https://styleguide.mailchimp.com/writing-about-mailchimp/"
          },
          {
            "text": "don't say 'chimp' alone, and avoid ape language or imagery (banana, monkey, 'chimptastic')",
            "prov": "published",
            "source": "https://styleguide.mailchimp.com/writing-about-mailchimp/",
            "paraphrase": true
          },
          {
            "text": "never split the name to make product, service or program names",
            "prov": "published",
            "source": "https://styleguide.mailchimp.com/writing-about-mailchimp/",
            "paraphrase": true
          },
          {
            "text": "\"Never use exclamation points in failure messages or alerts.\"",
            "prov": "published",
            "source": "https://styleguide.mailchimp.com/grammar-and-mechanics/"
          },
          {
            "text": "don't force a joke; if unsure, keep a straight face",
            "prov": "published",
            "source": "https://styleguide.mailchimp.com/voice-and-tone/",
            "paraphrase": true
          },
          {
            "text": "Every performance number reads 'up to' in body copy, with plan, metric and date range in a numbered footnote; a cumulative total (the $1.1 billion) is stated flat with its date range",
            "prov": "observed",
            "source": "https://mailchimp.com/pricing/marketing/",
            "source_note": "2026-10-29"
          }
        ]
      }
    }
  }
}