The Situation
The United States Postal Service (USPS) is one of the foundations of our society, that has been in the red since 2007. The 2020 presidential election showcased how vulnerable the USPS, and the services it provides are.
The Challenge
This was my 2018 graduate thesis focused on repositioning, restructuring, and rebranding the USPS. The vital services the USPS provides needed to be more competitive, and develop new ways to create revenue, in order to prevent a major bailout. Though there is a lot of bureaucracy limiting available actions, we came up with several options, in which the USPS could pivot, and create new opportunities for growth.
The Response
Technology incubator program
Co-working / On-demand Real Estate
Community Outreach Programs
The Result
During our thesis presentation we discussed the historical significance, problem areas, our research and insights, brand architecture, repositioning, and recommended executions. With legislators and law makers, having watched our thesis presentation, we hope to see some of our recommendations executed in order to help the USPS reach a sustainable future.
