After 127 years in service, the Ethiopian Postal Services underwent extensive rebranding with a new name. Firma undertook this assignment to bring about change to the visual elements of the Corporation, while also aiding in bringing about a cultural shift that matched the new identity. In consultation with the client, Firma provided the new name, revitalized the logo, and created an entire suite of branding components for the Corporation. To ensure consistency without the help of Firma, the Corporation was provided with an extensive branding guideline as well as training.