The UPS Store needed a stronger, more meaningful connection with its core audience, small business owners. I led the team tasked with redefining the brand voice and creating a visual identity that felt more human and approachable. I focused on storytelling that reflected the real challenges and successes of entrepreneurs, helping the brand feel not just supportive, but genuinely “one of them”. The result was a fresh new tone and look that made the brand more relatable, culturally relevant, and authentically connected to small business owners.