The design studio GrandArmy had the great task to redesign the The United States Postal Service brand, one of the biggest America’s infrastructure. An institution filled with stories, from the Pony Express to the first letters sent by air-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, 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.