The United States Postal Service has been creating beautiful stamps for 172 years, with a cult following of collectors. In recent years, with the torrent of digital distractions, the stamp-collecting base has been contracting. In order to appeal to new and younger audiences, and to recapture waning interest, the Postal Service needed to craft a powerful message through a striking medium. The Postal Service chose to launch this new outreach effort at the national stamp show, which draws thousands of collectors every year.
Having partnered with the Postal Service for over ten years, Powers Media has created all manner of products, from coffee table books to apps to websites. With this experience and knowledge of the USPS brand, Powers was a natural choice for the crafting and execution of their message.
Powers Media was assigned this task 90 days prior to the national event, an exceedingly tight timeline without all the unknowns. A new and still-evolving technology, uncertainties about the venue, and a relatively new technical team added to the question of what we could possibly create in such a short amount of time.