USPS was in need of a new chapter in its long history of improving to better serve the public. With this came a modern, fresh approach to the brand. In today’s culture, American pride is strong, but also fragile. We looked at our audience and uncovered that people, businesses, and USPS employees believe they power American progress. Within the category, we found that competitors provide functional benefits, but not emotional connections. This led to our brand platform “Delivering for America.” USPS delivers to every single address in America and people feel a sense of pride in it. The objective was to change the perception of the USPS. Instead of an out-of-date, government institution, we positioned the brand as modern, innovative, and a category leader.