In 2018 Image Now began working with An Post on a landmark rebrand, taking an iconic and much-loved Irish brand into the digital age. This represented a once in a lifetime opportunity for the brand to re-introduce itself to the Irish consumer, and an exciting design opportunity.
Driving customer relevance was a key issue within the brand, and we worked closely with the strategy and digital teams to create a fresh, dynamic brand look and feel, while helping to streamline the architecture and make An Post’s myriad offerings more clear. This began with a progressive wordmark and soon evolved to include two new sub-brands - An Post Money and An Post Commerce - a new web design, reimagined Post Office interiors, rebranded vehicle livery, a new set of brand guidelines, an environmental rebranding programme and a milestone internal brand launch to introduce employees to the An Post of the future.
Transformation at this scale was necessitated by a decade-long run of losses and decline, and this rebrand has in part contributed to An Post’s return to profitability, posting a €40m profit for 2018. Ireland’s most trusted brand is now rightfully regaining its place at the heart of Irish society.