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UPS and the U.S. Postal Service, two titans of logistics and shipping, sought to refine their branding to ensure consistency, clarity, and recognition across all platforms. As global organizations serving millions daily, maintaining a cohesive identity was paramount to building trust and enhancing user experience. Watson Creative was brought on board to elevate their branding and establish guidelines that would unify their communications.
For UPS, the project involved refining existing brand elements, modernizing their logo, and creating a comprehensive set of guidelines to ensure consistency across print, digital, and physical touchpoints. These guidelines streamlined design processes for internal and external teams, ensuring a cohesive visual identity globally.
For USPS, Watson worked on updating visual elements such as typography, color schemes, and design assets, reflecting their legacy while embracing modernity. The guidelines emphasized user-centric design for signage, digital platforms, and marketing materials, enhancing accessibility and functionality.
The refined brand guidelines have empowered both organizations to maintain their iconic identities while adapting to evolving customer expectations and industry standards. Through this collaboration, Watson Creative helped UPS and USPS strengthen their roles as trusted leaders in the logistics and shipping industries.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
