Brand

Story and tone

POST Houston is a landmark destination in the heart of downtown — 500,000 square feet of historic post office building, on a 16-acre campus, merging food, shopping, entertainment and the arts.

POST is more than a brand or a destination. It is an experience that encourages you to imagine what could be. Whether you are a foodie searching for local or international cuisine, an urban explorer seeking a new adventure, or an entrepreneur growing your company, there is something at POST that inspires the imagination.

As the most diverse city in the US, Houston is past due for a new cultural anchor that is at once accessible and boundary-pushing. This is a place where it is ok to get lost; a new adventure lies around the corner.

The name

The name POST bridges the building's history with its aspirations for innovative 21st century programming.

It references the post office while asking the question “What's next?”
It gives us a highly flexible logotype that can accommodate a range of possibilities.

The POST name is always stylised in uppercase, and is never joined with other words.

History

When	What happened
1934	Built as the city's gateway for travellers and freight, serving as Houston's Grand Central Station.
late 1950s	Purchased by the US Government and repurposed as the main post office for the city of Houston.
1962	The post office opens.
1987	Named for Barbara Jordan, the South's first female African American legislator elected to the US Congress.
2015	The US Government decommissions the Barbara Jordan Post Office and later sells the building to Lovett Commercial.
today	POST reinvigorates the city's Theatre District as an adaptive reuse cultural epicentre linking past and future.

The three pillars

Enrich

Culture. Ambition. Style.

Recharge

Leisure. Reflection. Self-care.

Explore

Adventure. Gastronomy. City.

How POST sounds

POST's voice tells stories in an authentic and direct tone — as if speaking to an old friend, at once erudite and accessible.

While our messaging is bold and fearless, it should also strive to be empathetic and judicious. Our stories radiate warmth, charm and humility.

Do

Be concise and honest
Use plain English
Ask a question
Engage your audience
Use action verbs
Use words from our lexicon

Don’t

Use hyperbole or exaggerate
Use clichés or marketing jargon
Overuse exclamation points
Engage in highly sensitive or potentially offensive discourse
Use criticism

Our lexicon

How do we want our guests to feel?

UninhibitedFreeCreativeOddAdventurousTraveledStoryWanderlustCulturedElegantChallengedEnlightenedEmpoweredBeautifulWelcomedProudReflectivePeacefulUniqueEdgy

Who is speaking

The key distinction. We view ourselves as cheeky documentarians chronicling the activity at POST. A tenant's voice is focused on active promotion of their concept and on driving visitation.

POST speaking to guestsOur audience is the people who follow our social media, see our advertisements, view our website and visit our space. Campaigns should be authentic, engaging and reflective of that audience.

POST speaking to tenantsPOST is a resource that supports tenants with clear information about the project as well as guidelines for best media practice. Be informative, direct and to the point. Avoid marketing jargon and be transparent.

Tenants speaking to guestsTenants each have their own voice, and should leverage POST's existing assets in order to maximise brand reach and content engagement.