Direct Effect
Brand System · USPS
A nationwide USPS education program, built as one scalable brand system.
USPS needed a nationwide education program that could work across identity, print, live events, and multi-channel campaigns without drifting apart into disconnected pieces. As the design lead on a $3.5M portfolio, I focused on building one system rather than a set of separate deliverables — clear standards, flexible components, and a consistent voice that could be handed off and extended. That system carried through publications, event environments, and campaign channels, holding together across a wide range of touchpoints and audiences and giving the program a durable foundation to grow from over time.
