USPS Retail Redesign

USPS Retail Redesign

I love mail. I’ve been smitten since my first pen pal as teenager. He was a boy from Manchester, England who was into heavy metal, skateboarding, and football. We had absolutely nothing in common but I loved getting those letters. There was something about seeing that air mail stamp and postmark that made me feel like I just won lottery. My fondness for mail grew when I got to college. Every day on our way to the dining hall, my friends and I would check our mail – box 1187 in the JCU RecPlex saw a lot of letters (I had a boyfriedn back at home and we wrote way too much). The best was seeing the yellow slip through the window – you knew you had a package waiting for you in the mail room. When I graduated and got my first  “real” job, I had to relocate and getting mail from friends and family far away was always a treat. Today I’m on a first name basis with the postal workers in my local branch with all the shipments of  The Parcel sent to subscribers. So I was thrilled to see the recent USPS retail redesign featured in great detail on the Brand New blog.

USPS Retail RedesignArmin Vit gives a great critique of the USPS retail redesign on Brand New – you really should check it out. Known for it’s challenging retail experience, Grand Army gives the brand a much needed refresh relying heavily on typography and the work horse Gotham. Brand new calls it ” a typographic, hierarchy exercise on steroids.”

The team at Grand Army notes “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.”

Looks like I’m going to have get some samples the next time I’m at the post office.

USPS Retail Redesign

USPS Retail Redesign

USPS Retail Redesign

USPS Retail Redesign

Images via Brand New and Grand Design

One Comment

  1. Christine Alexander On July 30, 2014 at 9:30 am Reply

    I love it! So refreshing. Thanks for sharing, Jill!

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