USPS
Rebranding a Cultural Institution (Long Live Priority Mail, Rain or Shine)
︎ Branding Design
︎ Priority Mail Packaging Design Direction
Creative Director: Teddy Brown
in collaborration with GrandArmy NYC
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, we 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 for International and Priority Mail.
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, we 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 for International and Priority Mail.
Design and Creative Development with Grand Army New York
Celebrating The Story of Us
A Heritage Book
