POPPINS X PRINCIPLE X POST OFFICE
Sorting perceptions, delivering results.
Brief
Dating way back to 1660, the Post Office is a British institution. Even though it’s been serving the postal and banking needs of people for hundreds of years, it had recently found itself losing out to high-street competitors. The dramatic shifts in consumer habits meant serious changes needed to be made. Which is where we come in.
deliverables
- Customer journeys
- Zonal planning
- Interior design
- Communications messaging
- Retail branding principles
- Communications hierarchy & messaging
THE MESSAGE
With over 11,500 outlets, Post Office is the biggest retail network in the UK, and completely committed to serving the needs of every community. Spearheading this brand ethos are the thousands of postmasters. They sit at the heart of the business, offering a unique and personal experience. Although they might have a rich history, there was a need to establish what makes them unique in today’s world.
It was time to celebrate their efforts, and remind customers that both the Post Office and its postmasters are always there for them.
IT’S ALL IN THE PACKAGING
Given the brand hadn’t been refreshed in over a decade, that became our first port of call. As the visual identity had to attract people from all walks of life, reflect the brand purpose, and embody modernity, every element of the experience had to be reconsidered.
This called for serious strategic thinking.
PUSHING THE ENVELOPE
To get people back into branches, huge changes needed to be made. By taking the time to talk to retailers and customers, we garnered a great understanding of the various needs and the vastly different spaces the Post Office can be found in.
Utilising our insights, we established a redesign that would be easily adaptable and extremely welcoming. No matter which branch they use, customers would always be seamlessly guided from the street to the kiosk.
That means clear branding, navigation and service signposting; an increased brand presence in shared stores, an optimised customer experience, and the guarantee that it’ll always be easy to find a postmaster who’s able to help.
It’s this consistency and reliability that will remind customers that Post Office is iconic for a reason. And that they can have confidence in its services.
