The Golden Duck Awards
Year
2024
Role
Lead Designer
Client
TurnerDuckWorth
Brief: TurnerDuckworth challenged us to revitalise a struggling brand on the brink of irrelevance. I chose to rebrand the Post Office, a unique competitor with its own retail experience, offering more than just postal services. With a strong sense of familiarity among employees and customers, the Post Office serves as a community hub. My redesign repositions it as more than a mail carrier, but as a trusted partner in life’s journey, helping individuals and families navigate meaningful milestones.
Deliverables
[ Photoshop ] [ Illustrator ]
Despite its wide reach and deep-rooted familiarity, the Post Office has gradually lost cultural relevance, particularly among younger generations. The aim of this rebrand was to reposition the Post Office not simply as a place to send mail, but as a trusted partner throughout life’s important moments- supporting individuals, families, and communities through milestones both big and small. "Helping You Get Life's Important Things Done” This slogan encapsulates their commitment to assisting customers in accomplishing their most significant life moments, whether it's sending graduation announcements or mailing wedding invitations.
The creative direction draws on nostalgia as a strategic tool rather than a purely aesthetic choice. By referencing the warmth and familiarity of vintage postcards and traditional mail, the rebrand reconnects the Post Office with its emotional heritage- moments of care, communication, and connection. The overall look and feel is intentionally homey and human, positioning the brand as approachable and dependable rather than purely transactional. The existing oval shape from the original Post Office logo was retained and reimagined as a flexible design asset, appearing across packaging and print.
The new brand identity strengthens trust and reinforces the Post Office’s role as a community hub rather than a declining service provider. This repositioning shifts perception from a purely functional institution to a meaningful part of everyday life, capable of supporting people through important journeys and milestones- from sending a first letter to managing life’s most important documents.
