Sent (ex. General Mail Services) needed a global rebrand that would build upon their values and boost their growth. From brand strategy to visual identity.

The initial scope of the mission was to clarify their vision and build a brand strategy around it. Then help align everyone around it, current and future employees.

During the collaboration, the scope broadened as it became obvious to everybody at Sent that, with a clearer vision, their visual identity needed an update.

When approaching the design of the brand visual identity, there was one main goal it had to accomplish: bringing their personality forth while sending a statement “we’re no longer the underdogs.” A duality that gave us the intentionality we search when going from strategy to design. A concept.

We played with the codes of the postal industry, tying some old iconography to a more modern identity that could display the approachability and sympathy of the team.