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For many Singaporean residing in public housing estates, having to blind-check letterboxes and fumble over keys to retrieve mail will be a thing of the past. As Singapore’s postal service company and part of its vision of Building a Future of Post, it has unveiled a next-generation smart letterbox, named PostPal.
PostPal allows more postal storage, automatic and accurate mail sorting, mobile notification whenever there is mail for collection, and a keyless mail retrieval experience.
The innovation is birthed from the accelerated demand for e-commerce postages during the COVID-19 pandemic and would be rolled out for public trial in selected estates in Singapore.
For many Singaporean residing in public housing estates, having to blind-check letterboxes and fumble over keys to retrieve mail will be a thing of the past. As Singapore’s postal service company and part of its vision of Building a Future of Post, it has unveiled a next-generation smart letterbox, named PostPal.
PostPal allows more postal storage, automatic and accurate mail sorting, mobile notification whenever there is mail for collection, and a keyless mail retrieval experience.
The innovation is birthed from the accelerated demand for e-commerce postages during the COVID-19 pandemic and would be rolled out for public trial in selected estates in Singapore.
The agency is tasked to create a comprehensive Branding Strategy to support the communication of the next-generation smart letterbox. It includes the development of brand name (in English and Mandarin), brand identity, and a series of brand assets to be applied across all physical and digital touch points.
A main consideration for communication will be the need for the Smart Letterbox to be accessible for all, including the less tech-savvy and elderly residents.
The success of the launch will be dependent on public acceptance. Understanding that many residents might be averse to change, communication materials seek to inform, educate, and engage the residents so no one gets left behind by the rapid development of postal technology.
The agency is tasked to create a comprehensive Branding Strategy to support the communication of the next-generation smart letterbox. It includes the development of brand name (in English and Mandarin), brand identity, and a series of brand assets to be applied across all physical and digital touch points.
A main consideration for communication will be the need for the Smart Letterbox to be accessible for all, including the less tech-savvy and elderly residents.
The success of the launch will be dependent on public acceptance. Understanding that many residents might be averse to change, communication materials seek to inform, educate, and engage the residents so no one gets left behind by the rapid development of postal technology.
Through a collaborative process with the client, we identified the main value propositions of the Smart Letterbox and identified relevant keywords to inform the main Brand Concept and Personality. We created Naming Territories and brainstormed for relevant words that would convey the essence of the Brand Personality.
The name, PostPal, emerged as the management’s favourite for its affable quality and a futuristic representation of the postal business.
The process is followed by the development of the Brand Identity System. A robot mascot is conceived to create an emotional connection with the audience and enhance brand recall and brand love.
The concept aims to humanise the technology and evoke a sense of playfulness and relatability in the brand. The orbiting dot around the red “O” represents the moon orbiting around the earth – a metaphor for PostPal’s never-ending efforts in delivering your mail items from around the world and round-the-clock.
A series of Brand Elements and Assets are created to be applied across all physical and digital touch points including product wrap, website banners, animated video, communications flyers, and pull-up banners.
Through a collaborative process with the client, we identified the main value propositions of the Smart Letterbox and identified relevant keywords to inform the main Brand Concept and Personality. We created Naming Territories and brainstormed for relevant words that would convey the essence of the Brand Personality.
The name, PostPal, emerged as the management’s favourite for its affable quality and a futuristic representation of the postal business.
The process is followed by the development of the Brand Identity System. A robot mascot is conceived to create an emotional connection with the audience and enhance brand recall and brand love.
The concept aims to humanise the technology and evoke a sense of playfulness and relatability in the brand. The orbiting dot around the red “O” represents the moon orbiting around the earth – a metaphor for PostPal’s never-ending efforts in delivering your mail items from around the world and round-the-clock.
A series of Brand Elements and Assets are created to be applied across all physical and digital touch points including product wrap, website banners, animated video, communications flyers, and pull-up banners.
The branding exercise has resulted in a consistent look across all communications touch-points and has enabled resident’s top-of-mind awareness with the brand.
A concerted effort to build brand recognition and raise public awareness has resulted in 90% adoption rate for the new technology, despite having the majority of the residents being elderly and less tech-savvy.
With the efforts from the client team, the launch of PostPal has resulted in media coverage across various mainstream media outlets such as Straits Times, Zao Bao, The New Paper, Berita, Channel News Asia, Today, and industry media.
It is our hope that the new brand identity will help build credibility and generate positive perception and create brand loyalty that lasts.
The branding exercise has resulted in a consistent look across all communications touch-points and has enabled resident’s top-of-mind awareness with the brand.
A concerted effort to build brand recognition and raise public awareness has resulted in 90% adoption rate for the new technology, despite having the majority of the residents being elderly and less tech-savvy.
With the efforts from the client team, the launch of PostPal has resulted in media coverage across various mainstream media outlets such as Straits Times, Zao Bao, The New Paper, Berita, Channel News Asia, Today, and industry media.
It is our hope that the new brand identity will help build credibility and generate positive perception and create brand loyalty that lasts.
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