Posti Posti Storming to Baltics
Together with Posti, we have carried out a major brand renewal across six countries. As part of this transformation towards a unified identity, Smartpost Itella became SmartPosti in the Baltics.
Small Change with Big Impact
Smartpost was well-known in Estonia but had low brand awareness in Latvia and Lithuania. As a consumer-facing brand, we chose a strongly emotional approach to make an impact. Smartpost got extra ”I”. What the the simple yet meaningful change could mean to people? For someone, it’s Iepriecinājums (delight), and for others, Įkvėpimas (inspiration). In the end, the “i” represents all of the above – and that’s exactly the joyful message celebrated by the launch of Smartpost becoming SmartPosti.”
Overnight Takeover
We took the Baltics by storm overnight. A teaser campaign with mysterious public “I” installations sparked curiosity without revealing the brand. Supported by social media, outdoor ads, influencers, and PR, the buzz quickly grew. On launch day, the “I” was unveiled as a symbol of inspiration, emotion, and innovation, capturing the human side of what Posti delivers every day.
Results
The campaign made headlines and spread widely through organic media, as people speculated about the mysterious “I” installations. The buzz translated into increased brand awareness, especially in Latvia and Lithuania, where SmartPosti gained significant visibility. The emotional and human-centered approach resonated with audiences, reinforcing Posti’s renewed identity across the Baltics.
