ClientRoyal Mail

Services Data, Strategy, UI, UX

Royal Transforming a 500 year old institution

MullenLowe Profero were tasked with redesigning We revolutionised the parcel-centric website into a people-centric online experience and meticulously translated the iconic offline brand identity into a highly-crafted and sensitive contemporary visual design system. This was also supported by an intelligent atomic design methodology to provide both flexibility and future-proofing.

Strategy Design UI UX
Strategy Design UI UX

We created a mobile-first design system to refresh and transform Royal Mail’s online identity. With meticulous attention to detail, we recreated the patterns from the inside of stamp books, used the perforation shapes from postage labels and utilised the iconic red colour palette to devise a highly crafted experience that remains beautifully sensitive to the immense visual heritage of the brand. The art direction and photography was also carefully chosen to ladder to our new people centric principle and animation and micro interactions were lovingly designed at every stage of the journey to surprise and delight users.

Reimagining loyalty for the world's best airline
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