PORTFOLIO
Modernizing an Iconic Office Staple
Client
Auctane
Industry
E-Commerce Shipping Software
Product
Stamps.com Rebrand and Campaign
My Role
Experience Strategy Lead
My Work
User Experience
Product Strategy
Brand Identity Consulting
Campaign Strategy
What do we need to solve?
Nine billion pieces of postage are sent with Stamps.com each year, a brand built on the promise of skipping the post office. The client wanted to broaden the brand and user experience to reflect what people value most: a mailing experience that makes life simpler.
The team was inspired by the truth that approaching mundane tasks in new ways shifts how we feel about them. This deeper emotional benefit provided a fresh way to think about the importance of simplicity, which became the springboard to reimagining the brand. The new visual identity reflected familiar images that small business owners engage with everyday. The new voice and tone felt conversational and trustworthy.
To help launch and generate excitement for the new brand, we were asked to create an interactive campaign that would generate leads.
Who are we trying to reach?
We started the campaign work by revisiting the brand personas. We had created two primary consumers that we wanted the campaign to focus on: Personal and Office Users.
How do we get there?
Our idea for the interactive campaign was a short, fun quiz that invited potential users to tell Stamps about themselves. In return, they received a shareable description of their unique small business strength. The campaign was used to generate social impressions, collect leads, and enable personalized follow-ups.
I established a set of archetypal small business strengths that represented our core audience personas. I designed quiz logic, mapping user responses to each of the strengths. I create a functioning prototype in Figma that allowed us to test and iterate quickly before finalizing the experience for launch.
How do we bring it to life?
I worked closely with the creative team to produce motion, graphics, and copy that balanced the brand identity with usability. We produced short videos that accompanied each of the quiz questions and a set of static and video banners to promote the campaign across channels.
Results
The “What’s Your Small Business Strength” campaign was intended to promote the re-brand of Stamps.com, a project I also helped lead. While the campaign was praised and supported by the client, a change in senior leadership halted the effort and it never launched. The overall rebrand, however, had positive results.
Volume & Reach
At the time of the rebrand, Auctane solutions powered merchants who collectively shipped over $200 billion in orders annually. The company expanded to reach over 500 million global households annually across 250 countries and territories.
Customer Trust
As of late 2025, over 222 million shoppers interacted with and trusted Auctane-powered products.
Profits & Valuation
Prior to the rebrand, Stamps.com faced a 69% decline in profits after ending an exclusive partnership with the USPS. The shift to the multi-carrier Auctane model stabilized the business, leading to the $6.6 billion valuation at which it was taken private.
More of My Work
Twin Cities in Motion
Brand, portfolio, and website experience for a nonprofit movement organization.
Power Wizard
Product and website user experience for an online electricity provider brokerage service.
Brand and website experience for the merging of two landscaping software companies.