Trust in USPS
USPS
Problem:
The ears of technology are all around us— listening, autocorrecting, analyzing, and targeting us. With so many forms of digital communication, there is no more privacy.
Insight: With 74% of Americans satisfied or more than satisfied with the USPS, postal correspondence is the most reliable form of communication when it comes to security.
Idea: Trust in USPS is a brand refresh campaign reminding people that USPS is your confidant in confidentiality.
The new logo captures a striking image of a more vigilant bald eagle that instills confidence into the people we serve. It represents the strength, mystique, and power of the iconic bird known to be the messenger of the gods.
Prior to the reveal of the new logo, a mysterious letter from the Postmaster General will be delivered to every household. The letter will advise people of an important message from USPS, which can only be received at a specific date, time, and location.
TRANSMITTED: [REDACTED]
CLEARANCE LEVEL: [CLASSIFIED]
Citizens,
Watch Times Square on January 2, 2025. At 00:00 EST (0500 ZULU), look skyward at the intersection of Broadway, 7th Avenue, and 42nd Street. Something extraordinary will unveil itself. A revelation awaits.
This letter will NOT self-destruct.
Louis Dejoy
Postmaster General, USPS
Caption:
They are not FBI, CIA, or NSA. They are your handlers. Mail handlers. They are the guardians of your privacy. Their most important asset is your trust.
USPS employees don on new uniforms reminiscent of a three-letter agency.
USPS’s print series will emphasize the security you can find in postal correspondence.
