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Group745
Group745
Group745
Group745
Group745
Group745
Post Office - Taking The Post Office From Forgotten To Local Hero
09/02/2022
Group745
Advertising Agency
London, UK
18
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Credits

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.

About Ogilvy UK
Our vision is to inspire brands and people to impact the world. To create big ideas that make a significant contribution to the planet, society, and the bottom line. We believe in today's world this is the best way for our clients to achieve sustainable growth. We achieve this by breaking down the barriers that restrict talent and ideas. This is why our teams work fluidly across 5 capabilities: Advertising, Innovation, Experience, PR, and Health. This allows us to not only operate but innovate at the intersection of capabilities and talent. Ogilvy scales this by seamlessly connecting and accessing the deep cultural expertise of 132 offices in 83 countries. The result is multifaceted ideas for our clients that drive impact and are born from the intersection of platform x culture x technology. We call this Borderless Creativity.