SmartMail was a different kind of shipping company—delivering mail and parcels without owning trucks or planes. Instead, the startup relied on partnerships with postal authorities. The venture was so successful that SmartMail was ultimately acquired by Deutsche Post to become part of DHL Global Mail.
“How can they deliver quickly and reliably at such low rates?”
The SmartMail solution was a relatively new concept. We needed to simplify the story to help people understand it—and build trust in an industry where reliability is everything. SPINE began by establishing a comprehensive knowledge base. We then developed messaging and graphical elements that clarified SmartMail’s value proposition. Over time, our work expanded to include a complete literature system, advertising, targeted direct mail campaigns, and other initiatives.