OVERVIEW

Humanizing the Fleet at Scale

The Challenge
Postmates operates as a global logistics powerhouse across nearly 3,000 cities, yet its greatest asset—the "Fleet" of couriers—needed a stronger narrative connection to the brand. KMM Creative Direction was brought in to transform technical policy and high-volume operations into a community-driven editorial ecosystem.

The Strategy
Working alongside Communications and Policy Directors, we transitioned the Postmates Fleet Blog from a utility hub into a narrative destination for 500,000 weekly readers. We established a rigorous editorial calendar anchored by two flagship properties:

  • Faces of the Fleet: A documentary-style series spotlighting individual couriers through 1:1 interviews, designed to humanize the gig economy.

  • The Post: A high-impact monthly newsletter bridging the gap between corporate updates and courier culture.

The Launch: The Outpost
In a cross-functional partnership with Product, Design, and Operations, KMM led the creative rollout for The Outpost, Postmates’ exclusive gear shop. We directed everything from product naming and descriptions to the 360-marketing communications strategy.

The Results

  • Instant Conversion: The inaugural product—a limited-edition baseball cap—sold out its 200-unit run within just two hours of launch.

  • Massive Engagement: Our revamped 360-marketing strategy drove email open rates from a baseline of 11% to a staggering 42% within the first week.

  • Narrative Reach: Successfully managed a weekly readership of half a million users, proving that story-driven content scales.