The Postal Service traces its roots back to 1775, when Benjamin Franklin appointed the first Postmaster General. With a goal of modernizing their brand, USPS leveraged their history of innovation and customer focus to signal a new era for the institution.

The platform “Priority:You” was introduced to acknowledge the customer and build on the generations of loyalty sustained through nonstop service. To bring it all together, we created a contemporary, and historically relevant brand design system to deliver the campaign across touch points.

The modern and simplified design of “Priority:You” and its surrounding communications rolled out across the country, including a Jimi Hendrix inspired interactive activation at SXSW. We also designed the USPS Holiday box which still reaches millions of customers to this day.