Canada Post teamed up with internationally known graphic artist Andrew Lewis to produce a series of colourful vehicle wraps and graphics for its fleet of postal delivery trucks.
 
The aim of the initiative was for Canada Post to express its gratitude and appreciation for its employees’ efforts over the last year during the Covid-19 pandemic.
 
Like mail workers around the world, Canada Post staff were classed as key workers and had to continue working throughout the pandemic, delivering an essential service to people in Canada.
 
The project saw 37 trucks wrapped in 28 cities across Canada, delivering mail in locations from Atlantic and Central Canada to the Prairies and British Colombia. Canada Post also commissioned a special stamp and a hand-painted enamel pin for its staff.
 
Speaking to the FESPA Wrap Masters about the special project, Lewis, who has designed and illustrated a number of stamp projects for Canada Post in the past, said he was delighted to be involved with such an unusual initiative.
 
“Canada Post approached me to design a special stamp for employees honouring them for their monumental efforts in 2020, with increased volume and coping with the pandemic as frontline workers,” Lewis said.
 
“The only request was to focus on the truck, which they felt was a unifying symbol for all employees and instant image all Canadian would recognise.”
 
With this in mind, Lewis took inspiration from the home-made posters that appeared in peoples’ windows during the pandemic, many of which featured images of rainbows and thank you messages as people looked to show their gratitude for the incredible work done by key workers.
 
“I first combined these images with the truck as a very simple, people-friendly image, almost childlike in nature,” Lewis said. “Then I had to expand the design onto a box that required a greater surface area, hence taking it further with a happy, summer of '67 look!
 
“On a whim, over a lunch hour, I mocked up a Canada Post truck wrapped with this
very psychedelic design and sent it to their marketing coordinator. It was received with open arms and now, Canada has a fleet of these trucks roaming from coast to coast!
 
“I always draw everything by hand first using simple instruments. These are then scanned, and I convert to digital vector files. Canada Post then supplied me with a digital file of the truck with the four sides, including a precise branding guide for their corporate logo usage.
 
“To balance the design to wrap 360 degrees, on four very different surfaces then introduce the logo and text onto these surfaces was such a challenge. It may look seamless and easy, but it was far from it!”
 
Canada Post also reflected on the project, describing it as a big success and an initiative that captured the gratitude of people across the country.
 
“When the pandemic disrupted everyday life, we were there for our fellow Canadians,” Canada Post said. “We put the safety of each other and our customers first. We provided an essential service and much-needed hope by doing what we do best.
 
“To recognise the efforts of staff and the appreciation of Canadians, we asked a noted designer to develop this special stamp, for employees only.
 
“We hope it instils a sense of pride and serves as a reminder of what we can accomplish when we all pull together.”