The arrival of new competitors, and the arrival of email and web have meant that the past decade has been one of transformation for the Post Office. I-AM were asked to re-think the Crown Post Offices and create an efficient experience that would build the Post Office brand perception over the next ten years.
Taking such a well-loved, recognisable brand and adapting it for an ever-changing market place was an exercise in simplification and clarity of communication. The mark itself was stripped back to basics with a brighter, cleaner colour palette. The visual language style utilises a friendly type style and simple illustration.
The customer process in the new Crown Post Offices also required a rethink of the communication strategy to help reduce waiting times. Central to this solution was the goal of removing the infamous standing queues from the Post Office. This goal has now become a reality. The ideas that I-AM developed are now being rolled out across the nation’s Post Office network.