The Post Office brand was for many people slowing becoming irrelevant. Even internally they saw what they did as simply transactions. Yet they are the biggest retailer in Europe and a fundamental part of many people’s lives.
The more we made the Post Office mean something the more many people’s lives would also have greater meaning.
We first worked internally with the Post Office to build understanding around the value and role of a brand. We helped protect and secure the brand through a refreshed visual language and gain internal funding that secured its future and relevance as a national symbol.
Externally we helped launch it into the retail and banking world through major above and below the line campaigns.
Our work involved:
- Brand identify refresh
- Development of their own font Post Office Sans
- Internal communications
- Store of the future concepts
- Brand repositioning
- Campaign development