USPS Delivers
USPS Content marketing programs have become cornerstones of brand identities, cementing authority and driving business goals. As we have continued to position USPS Delivers as a leading resource for future-ready knowledge, we must to be sure the site and platform are being elevated in lockstep. We evolved the USPS Delivery site and it’s brand to optimize for a Best-in-Class Experience. Our work spanned from entire website refresh to strategy and advanced brand expression.
United States Postal Service
2020
Website Redesign / Design System / Branding
Color
Color is an important identifying component of the USPS brand system. USPS has four main colors: USPS Blue, White, Black and Gray, plus two secondary colors. The secondary color palette is available for highlights and specific instances.
Typography
Typography is an essential part of the USPS graphic system and brand. It’s how we communicate both internally and externally. It’s important that we treat type with care and consider it a branded visual element as much as it is a form of communication.
Helvetica Neue, a primary font, defined by its structurally unified set of heights and widths, balances aesthetic and function. Apply dramatic scale to create dynamic, functional layouts with a clear visual hierarchy of information.
Website Responsive Design
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Homepage and Welcome
As users land on the homepage, they will be greeted with a single highlighted piece of ungated content. This space is designed to house our most recently published pieces from both marketing and shipping categories. This enhances our editorial experience and thought-leadership stance by improving the visual hierarchy of the content on the page.
The purpose of this page is also to welcome users to our site while immediately providing content and information to jump into. As they move through the homepage, they will be given access to all parts of the site so they never feel like they have reached an end-point.
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Category and Subcategory
Each category page features four different sub category pages and an inventory section below. It provides a narrower view of specific content to our users and allow them to explore within the subcategories. It also allows users to become immersed in content with no false bottoms, which are visual points on the page where a user may feel that the page ends, in order to lower bounce rates.
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Articles
With a flexible design, the article could take on a different structure depending on the content a creator would like to feature. Create best-in-class content by exploring enhanced article templates that incorporate new content formats such as slideshows, GIFs, HTML animations, live data feeds, and more.
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Miscellaneous
About Us, Search, Tag results, and 404 pages.
Brand Book
As the website keeps evolving with constantly published contents, a brand book is a must which acts as a key document. It helps content creators communicate a consistent message to users, and is a great asset for creating consistent, on-brand content. It encompasses the entire branding expression from mission statement, copy rules, visual language to accessibility guidelines.
