people had started seeing UPS as a guy standing at the bar with a combover. 115 years after its birth, it had lost its place in culture. we knew we needed to do more than change a logo or update a font. We needed to take the UPS brown and transform it into cultural currency.
We showed up in unexpected places in very unexpected ways. We turned UPS trucks and boxes that were originally designed to blend in into ways to show out. In the end, we showed that brown looks best when it’s surrounded by a lot more color.
I was a part of a very talented army of creatives and designers that brought this to life. this case study is a culmination of that enormous brand refresh, with multiple projects, that span over 2.5 years.
honors:
2023 CANNES LIONS — BRAND-BUILDING/BRAND REFRESH (shortlist)
CREDITS
GCD: GUSTAVO DORIETTO
CREATIVE Director: Kevin Ragland, Jeanette Tyson
Design director: Rique Santiago
ACD: Rushil Nadkarni, AVI STEINBACH
Creatives: Scarlett Maestre, Landon Hall, Chaz Malloy, Richard Boadu
design: bruno cintra, cleo peng, mark caasi
Agency: The Martin Agency