The Irish postal service has been a national icon since 1922, when hundreds of bright red Royal Mail post boxes were painted green overnight as a symbol of the country’s newly-won independence. But by the 2010s, years of increasing pressure from international couriers had eroded An Post’s core business, and its new ventures were poorly understood by the public. Senior leadership knew they had to make changes, and to communicate those changes clearly to the public. So they created a system of sub-brands to foreground their financial, B2B, insurance, and mobile-phone offerings and engaged Image Now to conduct a full rebrand reflecting the restructured An Post.
Image Now called in Signal for typographic support. We worked with them to craft a new An Post wordmark and a set of sub-brand lockups, and to create a two-weight proprietary typeface, a geometric sans “with an Irish lilt” that would unify online, print, and environmental communications across all touchpoints. A new fleet of silent zero-emissions electric vans clad in the service’s redesigned livery have arguably replaced the iconic green postboxes as a symbol of the revivified brand. The year after the rebrand, An Post booked their first profit in well over a decade. Branding, web, print, and vehicle livery by Image Now.