The primary challenge was launching Shipster, a new sub-brand for Australia Post, into the highly crowded logistics market. The identity needed to capture the speed and reliability of the service and establish a modern, tech-forward positioning, all while seamlessly maintaining clear visual and trust-based ties to the established Australia Post heritage. The resulting visual language needed to serve as an effective differentiator across a complex array of physical and digital touchpoints.

As Creative Director, I led the development of the Shipster logo and full brand identity, designing a vibrant colour palette and visual system that successfully bridged the parent brand’s heritage with Shipster’s modern approach. I art directed and managed multiple large-scale photo and video shoots, establishing a distinct visual language by showcasing real customers in aspirational, online shopping scenarios. I maintained rigorous creative oversight across the entire campaign rollout from website design and social media content to outdoor advertising (OOH) and all digital assets.

The strategic identity development and cohesive multi-channel rollout achieved the goal of market differentiation while leveraging parent-brand equity.

• Significant increase in initial user sign-ups during the launch window.

• Efficient rollout across multiple touchpoints, meeting aggressive launch timelines.

 
The established visual language and digital presence successfully positioned Shipster as the fast, friendly solution that understood the modern Australian business landscape.