United States Postal Service
Redesigning an American Institution
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 have since been modified by an external team.
Creative Direction: GrandArmy
Retail, Signage, Way-Finding, Identity, Print