For over 375 years, Post Office has been at the heart of the UK’s local communities all over the country, providing a wide range of postal, banking, travel and other essential services.
But changes in retail, communications, and technology have steadily eroded the brand’s position in people’s lives. Whilst the Post Office still offered an array of relevant services, it needed to reconnect with its audiences.
We created a brand strategy and brand essence, ‘it’s what makes us different', which led us to a bold new visual identity that celebrates modern Britain and casts Post Office as the local hero it’s always been. A role rediscovered during the pandemic, when branches remained open, providing vital services and reminding Britons of what this iconic brand can offer both functionally and emotionally at the very heart of their communities. The design system amplifies the oval logo shape, elevating it to a distinctive asset, baking the shape into the new typeface, the bold illustration style, and the overall design system.
Post Office now has a brand deserving of who they are: a uniquely British institution, striving to help everyone who needs them.