With their brand damaged by late or missing holiday deliveries in 2013, UPS wanted to earn back their customers’ trust.
The solution, executed by Ogilvy & Mather, was a social media and PR campaign that would grant wishes for customers: a child being a UPS deliveryman for a day, a new shipment of books for a school, and so forth. Collins was brought on to design the visual language of the campaign.
To embrace the nostalgia of the holidays, we returned to the roots of Paul Rand’s original UPS brand. Using that as a starting point, we created a personal, warm visual language using custom lettering and iconography.
