The Mimi Re-launch
Written by Melanie Johnsson, Mimi Founder
Before I tell you about the Mimi relaunch, I feel like I need to rewind to tell you about the original Mimi launch. It was 2022, towards the end of the Covid pandemic, and although I was really busy with work, I felt a need for connection. I wanted to connect to other illustrators, designers, photographers. We'd all been isolated and I was craving community as much as everyone else.
But had to create something that could work around my design and illustration work. I knew what I wanted Mimi to be so I created the visual identity, I set up some goals, and I figured out how to share those core Mimi values. Mimi was to be about community, about supporting other creatives, helping people get their dream jobs, achieve their wildest goals, hone their crafts, find their styles, make new connections in the creative industry…
Mimi was born very quickly. This is what usually happens when I have an idea I am obsessed with…
I designed the website and I launched without overthinking it too much. I also started a podcast, the Mimi Podcast, where I interviewed all my favourite creatives which was so fun even though it was a lot of work. Eventually my friend Maddy and I also started the Ask Mel & Maddy sgement, which was all about answering questions from people in the community. We absolutely loved doing that. We stopped it when we both weren't able to do it anymore. It was time-consuming and I was pregnant with my second child. This brings us to why I paused Mimi in 2023. Time, precious time. With two little girls to look after (as well as post-partum depression), work and life, I couldn’t give Mimi the attention it deserved.
Fast forward to 2026. Earlier this year, I started getting the itch to relaunch Mimi. I had been extremely busy with work but I missed the community. Disillusioned with social media, I wanted to find my community somewhere else. I never want to be dependent on social media and I really care about highlighting the talented creatives I know. The creative industry as a whole is crowded, which means there are still so many talented people out there that are not getting the recognition they deserve and I want to make it mission of mine to highlight them and support them. I truly believe there is space for everyone.
I got really excited about the idea of relaunching but also felt like I couldn't just relaunch it the way it was before. I wanted to come back with a bang. To redo everything, from re-designing the website and learning to code to re-vamping the visual identity with a fresh colour palette. I didn’t want to lose the Mimi spirit, just upgrade it. This time around, I’ve been giving Mimi a lot of time, energy and effort. I’m also being more structured about it all. Planning things ahead, figuring out exactly what the community needs.
So in Mimi 2.0 you'll find the same things you loved before:
The Creative directory highlighting extraordinary talent
Workshops and Masterclasses from your favorite creatives
Coaching rrom me and also the amazing Liz Mosley - which is really exciting
Free resources
The return of Ask Mel & Maddy, this time as a live-show!
The Mimi Dispatch which is going to be full of creative news and inspiring ideas
New things on Mimi are in-person Events and Mimi’s Club. I have this really big goal to do more in-person meet-ups, workshops, art fairs and markets, but shhhh, I still have to figure these things out (let’s hope for next year!).
The thing I'm most excited about is Mimi's Club. It's a new thing I've come up with which is paywalled but I think really accessible. It's going to be about having a real community within the community where you'll find:
A creative support group chat
Monthly hangouts
Monthly art challenges
Discounts and more
So have a look around the website. Let me know what you think and I'm here for questions, suggestions, and ideas. I love that you're here and I'm excited to support you in any way I can.
Mel
