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.

Design and Creative Development with Grand Army New York

Celebrating The Story of Us
A Heritage Book



55.6684°N 12.5594°E



SAY HI ︎︎︎


What is for email? is from the developers of Basecamp and helps creatives keep on top of their inbox by using smart algos to aggregate your inbox with priority and ability to attach to notes to each project update or client message. Currently, my email is down. Please reach me at HELLO@JENNRICHTER.COM

What programs do you and have you used in your creative process?

Adobe Creative Suite (Photoshop, Illustrator, InDesign, XD)
Figma, Sketch, InVision, Dropbox, Miro, Slack, Calendly, Google Suite & more

Do you work out of a studio or in-house office?

I have lived on the west side of the city of Chicago for 15 years, where i’ve had a live/work design studio since I went independent. You can also find me at co-working spaces or my local bar that turns up their fireplace for me in their indoor/outdoor lounge—which also makes for an excellent meeting space in the most magical hidden gem corner of the city. I also contribute to political and grassroots movement efforts to increase the quality of life in my long time neighborhood, and worked on a Chicago City Counsel member’s campaign for the election in February 2023.

Where can I download your CV? +

View and Download the PDF Here

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