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  • The Post

    The Post

    Vancouver, BC

    New life for an architectural icon.

    THE ASK

    To create a new identity for the largest historical redevelopment in Canadian history: the Vancouver Main Post Office, a symbol of progress that’s now Amazon’s national HQ

    SERVICES

    DISCOVERY

    • Competitive Analysis
    • Market Research
    • Trendscaping
    • Audience Studies
    • Creative Workshops

    brand strategy

    • Positioning
    • Brand Definition
    • Naming
    • Brand Guidelines

    BRAND DESIGN

    • Visual Identity
    • Collateral Design
    • Website Design
    • Photography Creative Direction
    • Production Management

    EXPERIENCE STRATEGY

    • Guest Experience
    • Customer Journeys
    • Visioning & Master Planning

    AWARDS

    Muse design awards

    • Conceptual Public Space,
      Silver

    CREDITS

    AvroKO, Interior Design

    The Approach

    Vancouver’s Main Post Office, completed in 1958, featured cutting-edge technology. It helped usher in the city’s midcentury boom that endures to the present day. We worked to create a brand positioning and visual identity that points the way forward by reconfiguring elements of the past.

    The Expression

    Colorful, minimal, modernist-inspired illustrations share space with archival stamps and historical photography. They highlight the building’s granite details, cast concrete, terrazzo flooring, terra cotta panels, and a 730-meter underground conveyor belt system. These details evoke nostalgia while celebrating contemporary culture and community.

    The Space

    The identity’s graphic elements were inspired by maps and transportation signage, mirroring a postal journey. Photo treatments add contrast and noise, hearkening back to an earlier era. Printmaker Paul Catherall contributed a sharp linocut print that balances abstract color blocks with crisp forms.