Standing out from the crowd - creating a brand personality

brief: lumino was approached to design the brand for a new mail house entering the brisbane market. The client was after something that was a little bit ‘tongue-in-cheek’ that would be in keeping with the name ‘Stand & Deliver’, derived from the old western movies.

solution: lumino took a literal approach to the Stand & Deliver Mail brand and developed a typographic logo consisting of ‘stressed’ letterforms with a hanging angled sign panel to complement the name. Graphic elements such as bullet holes, torn and burnt paper were also used to reinforce the western theme. An accent colour of red was chosen as it is synonomous with mail and postage.

using stock photography that fits the theme, we edited each image to include an element of the Stand & Deliver logo or accent colour. We included visual cues such as location names on the links page and making sure each image reflected the website menu. As a final touch, bullet holes were incorporated into the menu rollover with the sound of a gun shot being heard upon clicking.

result: a differentiated brand experience in a very crowded market, see the website here.