UPS is innovative, dependable, and friendly, like your neighborhood UPS driver. After crafting a report of the competitive landscape and extensive iteration, I applied a new identity system and presented it to UPS executives.

UPS has one of the most recognizable marks in the world. The simple, recognizable shield logo evokes security and trust, reinforcing UPS's role in safe package delivery. With my take, I challenge UPS to double down on efforts in sustainability and innovation.

My classmates and I were fortunate to present to UPS creative executives, who were generous enough to offer feedback and choose a system as their favorite. I received an award for “Best Logo & Branding System.”