United States Postal Service - Re-Designing an American Institution
by Jessica Deseo on 08/11/2014 | 11 Minute Read
New York based creative agency GrandArmy was commissioned to develop a new branding for The United States Postal Service. This included an entire in-store visual design, packaging, kiosk and mobile design. With USPS being in a financial trouble the past 10 years and a packaging specific re-brand done a year ago (refer to USPS before & after), USPS has once again re-branded itself. With USPS wanting to position itself in a clear and visually appealing way. USPS is an institution that delivers 40% of the world's mail, which is a huge part of the mail system not only in the U.S.
The new branding is strong, bold and patriotic. The large images of the detailed bald eagle on the side of the box showcase strength and reliability. The illustrations and bold typography in gothic and knockout type state "neither snow nor rain" again meaning the mail will travel anywhere to be delivered and in the iconic 3 colors, red, white and blue.
"The United States Postal Service is one of America’s great infrastructure achievements. In addition to being a technical marvel, it is also a storied and hallowed institution. From the Pony Express to the first letters sent by air-mail, few things are so uniquely American.
Plagued by budget woes in the modern era - the USPS sought to modernize its image, and more importantly, streamline the retail experience with clear signage, way-finding and packaging.
To this end, GrandArmy developed a total re-design of the USPS in-store experience. A robust three-bar layout system was applied to all materials, from menu-boards to hang tags to welcome signs to kiosks and so on. This system holds together a huge variety of collateral. Ancillary materials include emotive creed posters, window clings, a mobile app, and shipping box design.
All photographed menu boards and collateral are actual production components, deployed in-store nationwide. Shipping boxes since modified by an external team."
Creative Direction: GrandArmyCreative Direction: Teddy BrownIllustrations: Steven Noble