USPS Connect
The United States Postal Service is known for delivering mail — not as a logistics partner capable of competing with FedEx or UPS. As e-commerce demand surged, businesses needed affordable, scalable solutions. I created the name USPS Connect for a new service suite designed to help them scale by leveraging USPS's unmatched delivery network.
I wrote the copy for the full suite of launch materials — launch video, sales presentations, product sheets, and supporting collateral — ensuring consistent messaging across all touch points.
The name needed to do strategic work: reposition USPS as a competitive player while signaling connection, reliability, and forward momentum.
My naming process explored multiple territories — from functional descriptors to more emotive concepts. "Connect" won because of its dual meaning: the operational connection between businesses and USPS's infrastructure, and the human connection of linking communities nationwide.