ConnectThroughline partnered with the Package Shippers Association (PSA) to modernize its brand and digital presence, helping the organization better reflect the evolving e-commerce ecosystem and drive measurable growth in membership.
As e-commerce expanded in the late 2010s, PSA’s membership base grew beyond traditional parcel shippers to include retailers, vendors, logistics firms, and warehouses. However, the association’s name, brand, and website remained narrowly focused and centered on USPS, limiting its relevance to the broader shipping ecosystem. This misalignment limited the association’s ability to attract new members and clearly communicate its role in the modern shipping industry.
PSA (known at the time known as the Parcel Shippers Association) sought to evolve the organization’s identity to be more inclusive, future-focused, and aligned with industry realities, while retaining the credibility of its long-standing brand. The goals were to strengthen member retention, attract new members, and reposition the association as a central voice across the full package shipping ecosystem. Throughline was engaged to lead the rebranding and digital transformation effort.
Throughline conducted member research, competitive and market analysis, and a brand review to identify gaps in positioning and messaging. The team guided a rebrand from “Parcel Shippers Association” to “Package Shippers Association,” refreshed the visual identity, and redesigned the website with new information architecture, messaging, accessibility compliance, and an integrated member portal. PSA staff were trained to manage and evolve content, ensuring long-term sustainability.
The rebrand and website redesign strengthened PSA’s market perception and clarified its value to a broader range of stakeholders. The new digital experience streamlined member interactions and improved usability while supporting advocacy, events, and communications. As a result, PSA saw increased member inquiries and a 15% increase in new member revenue, with leadership citing the new brand and web presence as key drivers of growth and credibility.
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