A Name, a Mascot, and Two More Letters
With three letters in the (mail)bag and over 100 subscribers on our mailing list, people were starting to wonder: what are you calling this thing?
We’d been thinking about what this project could be and one thing was certain - we needed to create a brand if we wanted it to grow and become sustainable. So we came up with a name that we love: Posted.
The name is a riff on the word “post”, which is what they call the mail system in the UK. Over there, they don’t drop a letter in “the mail”, they send it in “the post”. In America, to post means to publish. It works both ways as far as we’re concerned. More importantly, the name is succinct, easy to remember, and easy to spell.
And with our new name, we created a new logo and mascot.
The logo was designed by Twon Pearson and we think it is the perfect representation of what we are about. Don’t be surprised if you see the Posted Pigeon playing a key role in future letter designs!
Letter #4 - Branded and Themed
Our fourth letter was another major improvement over past letters. Not only did we make incremental improvements in quality of materials and design, we made significant improvements in presentation. This letter was the first that featured our new branding and a thematic design: the open road.
Looking back, the open road theme perfectly represented where we were with the project at that point in time. We were just beginning our search for a cohesive vision and the possibilities seemed endless.
Letter #5 - New Theme, More of the Same
Letter #5 was very similar to Letter #4 in terms of quality, quantity of art, and adherence to an artistic theme. The theme for the letter was “smell the roses” and it encouraged subscribers to take a moment to appreciate the beauty of each moment.
Who’s going to pay for all this?
After Letter #4 and #5, we started to feel like we knew what we were doing. These letters served a purpose and we continued to receive positive feedback from our subscribers. Of course, mailing hundreds of fully designed, quality letters filled with art for free is not a sustainable business model. Financial sustainability has always been in the back of our mind and it is time to get serious about funding this project. Our next letter would be our first attempt to do just that.