Australia Post
MAUD, 2019
Australia Post has a presence on virtually every high street, in every suburb, in every town. The organisation that connects 26 million Australians to each other and to the world, every single day.
But decades of successive agency interventions had left the identity fragmented and overextended, a brand that had accumulated complexity rather than shedding it, that had grown noisier with each passing year rather than clearer.
Working directly with the Executive Leadership Team, the ambition was not reinvention but restoration. To find what was essential, remove what was not, and give Australia Post an identity equal to the trust the Australian public had already placed in it.
The refined identity simplifies and consolidates. It strips back the accumulated decisions of decades and returns the brand to something more honest, more coherent and more worthy of the institution it represents.
Completed while Creative Director at MAUD, alongside Dominic Hofstede, Daniel Flynn, Tomas Sabbatucci and Owen Cramp. Strategy by Georgina Milne and Lisa Aitken. Typeface by Vincent Chan. Original ‘Postal Horn’ logo by Pieter Huveneers.