Postmates
Project Type
Multi-Channel Campaign (Posters, Delivery bags, Delivery driver t-shirts, AI speaker)
Year
2017
Postmates is a food-delivery service connecting users and drivers via mobile app. The goal of this campaign was to increase brand awareness and drive app downloads by positioning Postmates as a reliable, fast, and friendly “hero” — the go-to solution when hunger strikes.
Challange
High market competition in delivery services: many players offering similar convenience.
Need to stand out visually and emotionally to make users remember Postmates.
Diverse touchpoints (print posters, delivery bags, courier T-shirts, even new smart-speaker ordering) — required a flexible but consistent visual system.
Strategy & Concept
Brand Message / Tone: “Your personal, fast and safe service.” Adopt a warm but heroic tone — delivery drivers as everyday superheroes.
Visual Direction: Use bold but friendly graphics, simple iconography, strong contrast, and consistent branding across all assets so that Postmates feels recognizable in any context (street poster, on-the-go courier, or in-home smart speaker).
Channel-Adaptable Design: Created a modular design system so each asset — print, wearable, package, voice interface — feels like part of one unified campaign.
Eye-catching visuals, bold typography, strong “hero” imagery + call-to-action to download app.
Functional, durable design; brand logo and message placed clearly, so even on the move it reinforces brand identity.
Simple and bold — ensures visibility and reinforces brand as part of service experience (not just a faceless app).
Extended branding into voice UI — conceptualized user interaction with friendly, “superhero” voice to align with campaign tone.
Outcome / Insights
The unified visual system made the brand more memorable and helped maintain consistency regardless of medium.
The “hero” messaging humanized the service: instead of seeing Postmates as a faceless app, users perceived it as a reliable partner — increasing emotional resonance.
The scalable design system enabled fast production for multiple formats, reducing design time while ensuring brand cohesion.
Through internal feedback, the approach was considered a success for balancing boldness and approachability across print, physical, and digital touchpoints.