USPS | Priority: You

THE BACKGROUND
The US Postal Service was facing a huge perception challenge. People had come to view them as lazy government workers, partially due to the “professionalization” of shipping services from UPS to FedEx. There was an assumption that the USPS was both 1) behind the times and 2) not competent.

THE CHALLENGE
How do we shift perspectives of USPS to get people to believe in its competency and use it more often?

THE “A-HA”
While private competitors all had very fancy and impressive technology, nothing was as impressive as the way the US Postal Service literally delivered to every single home in America every single day. That is a massive undertaking that even UPS can’t do to the point that it offloads some of its deliveries to the USPS. But the USPS does it because it is NOT a for-profit organization but rather a public service.

THE INSIGHT
When you have to service every American, our only priority is people (not profits)

THE IDEA
”Priority: You” - A platform to shift perceptions from “a government agency that is inefficient and unreliable” to “State of the Art Shipping LITERALLY made for ALL.”