Designing for inclusivity was a foundational priority when creating PostBack. Business owners come from all walks of life. We wanted our PostBack brand to reflect that. Designing an inclusive brand means considering female business owners, black business owners, LGBTQ+ businesses owners. As business owners, we share a common goal: to create a positive experience for the people we serve.
When developing our brand, we were mindful to ensure accessibility for all users, regardless of industry. Our colors were selected to ensure enough contrast online, and brand fonts were chosen for high legibility on screens. PostBack’s main brand character, Postie, was approached in a similar manner. Designing an inclusive brand was important to us so that Postie could be a character to connect with all. The best way to describe Postie would be “nonbinary,” or one who doesn’t identify as male or female. As a result, we have avoided giving Postie a “voice” and instead have let a narrator guide users through our videos.
Designing an inclusive brand also means celebrating diversity, which is why, for the month of June, we celebrate LGBTQ+ business owners—you work hard and we support you (Postie, too)! If you ever experience discrimination from behind the counter or from anywhere within your industry, please review that customer to tell your side of the story.
Let’s make the world a better place, one Postie at a time by designing an inclusive brand.
