Groundbreakers

Iryna Pavlova Art Director Postmen Postmen Team

Description Postmen is a Ukrainian communications agency – the market knows our work, but how do we reveal our true essence? We created unique merch: a 19×10 cm mosaic anyone can touch to feel our journey, meanings, and aspirations. Built on cement with plywood backing, black‑and‑yellow glass tiles echo the graffiti at our office entrance, turning street art into our philosophy. Postmen is depth – we dig for insights. Postmen are people – talent over tools. Postmen is craft – each mosaic handcrafted by our team, embedding a piece of ourselves. We hope it inspires you to seek, dig, and create with Postmen. Brief and Solution Tasked with embodying our core values, we crafted a limited-edition series of 50 unique mosaics. Each was meticulously assembled from irregular glass pieces on a cement foundation and paired with a hand-stamped greeting card. This solution celebrated individual uniqueness while highlighting the power of collaboration – inviting our community to join in a shared journey of creativity and discovery. Cultural Context The project taps into today’s celebration of unity in diversity. Each mosaic symbolizes how distinct talents can merge into a cohesive artistic expression. By integrating our corporate colors, authentic graffiti, and hand-stamped designs, we connected with contemporary art trends and cultural narratives, celebrating local identity while resonating with a global audience committed to creative collaboration. Direct Each mosaic arrived in bespoke gift packaging complete with a hand‑stamped greeting card that revealed our idea and invited each recipient into a shared journey of creativity and discovery. The card’s front repeated the mosaic’s pattern via a handcrafted stamp. All 50 unique mosaics made for our clients and partners were claimed within days, driving a 35% surge in social media engagement and a 40% uplift in direct inquiries – proof that a tangible, thoughtfully packaged call‑to‑action delivers instant, measurable impact.