MadSteves Studio
USPS: Pushing the Envelope
Mail. You know, that thing people still get between bills, political flyers, and the annual birthday card from Grandma. 250 years later, the oldest institution in the United States of America (yes, older than the country itself) has a social media presence — and it's not just for the philatelists!
While our postal workers are out delivering to every address in America, our social team is busy helping USPS put its stamp on internet culture.
Our work regularly caught national attention, positioning USPS as an unexpectedly delightful corner of the internet:
Creative Leads: Maddie Stevens, Emma LeMay
Art: Kate Lee, Abbey Shelley, Cauy Nelson, Brooke Lockerman, Dani Gish
Copy: Anna Kennedy, Johnny Constable, Julius Johnson, Robert Schneider
Oversight: Dane Rahlf, Alejandro Rosado, Tony Avila, Jess Phelan
Send It
Simple wordplay that took off on Twitter during one of the most scrutinized years in USPS history. It was the first time we went "postal" (viral) — helping shift sentiment, boost engagement, and set the tone for a more relatable, culturally aware social presence.
In 2024, we introduced a bold, sassy, social media manager voice that grew our Threads following to 66.9K, drove a 361.7% engagement boost, and a 1,012.4% rise in Twitter impressions.
"Signed, Sealed, Delivered"...to Reels
As Reels and TikTok reshaped the internet, I led USPS’s push into short-form video — building an entirely new creative pipeline from the ground up: ideation, scripting, talent direction, and fast-turn production.
This workflow made it possible to improve and expand our relatable storytelling, contributing to engagement rising +78.4% and impressions growing +244% from 2023–2024.
Special Deliveries
Our recurring campaigns consistently delivered with +121.8% engagement growth on Instagram. Highlights include:
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Stamp Nation, celebrating the quiet cultural power of stamps.
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Mail Love, a feel-good mix of celebrity shoutouts, heart-melting user comments, and playful series like Mail Astrology
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Mini Truck, because why should the full-size truck get to have all the fun?
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USPS meme moments ranging from the classic “route vs. root” debate to lightly roasting customers who still can’t figure out which corner the stamp goes in.
USPS X PANTONE
Our Seasonal Color Palettes series consistently performed above benchmark and proved that color was a powerful, ownable storytelling device for the Postal Service. As the series gained traction, I began exploring how USPS could expand this visual language into something larger and more culturally resonant.
Inspired by Pantone’s Color of the Year and their high-profile design collaborations, I pitched a USPS x Pantone partnership tied to the Postal Service’s 250th anniversary—a way to celebrate the brand’s evolution through a curated color narrative.
While the final Pantone partnership—released for the 250th anniversary—was executed after my tenure, the campaign closely aligned with the vision and strategic direction I had been proposing over the years.
It's not Magic. It's USPS.
The Holiday season is the busiest time of year for USPS. While there’s a shared sense of magic—when it comes down to it, people simply need their gifts to reach the people they love.
In 2021, the Postal Service was under more public scrutiny than ever. While many celebrated our essential workers, others—especially politicians—cast a harsher spotlight.
Our Holiday campaign needed to both honor our workforce and rebuild trust in the institution. Instead of crafting an elaborate narrative, we focused on something simple and true: the hard-working people of the Postal Service are the ones who help Holiday magic arrive on time. Every address in America is our priority, and we’re here to deliver in the moments that matter most.
ECD: Chris Ferguson
GCD: Tony Jones
CD: Emmeli Osterdahl, Eric Aragon, Dane Rahlf; ACD: Alejandro Rosado
Sr. AD: Tony Avila; AD & Design: Maddie Stevens, Kate Lee
CW: Anna Kennedy
