Smooth sailing to a refreshed brand and communications and outreach strategy
About this project
Client
Port of Redwood City
Services
Creative
The opportunity
With an ambitious new vision for the future, coupled with a distinct desire to be a more transparent organization, the Port of Redwood City embarked on a comprehensive branding and communication effort in 2019. The organization felt the current level of affinity and familiarity with their existing logo called for a brand evolution, rather than revolution, which meant Team JPW needed to build a branding effort worthy of the new vision around the current logo.
The solution
Brand promise creation
Brand guidelines creation
Refreshed logo
Website refresh
Social media strategy implementation and ongoing support
Monthly newsletter implementation and ongoing support
Suite of fact sheets displaying important PRC initiatives
Yearly campaigns for cornerstone events including drone shows and festivals
Ongoing press and news release support for events and important topics
The reward
The brand now nicely aligns with the Port’s goals and vision for the future and helps enhance transparency with data and information on a variety of topics. Website analytics show an overall increase of 23% in site traffic with 41% coming from search engines, validating the team’s search engine optimization efforts. Additionally, social media engagement has increased two-fold with analytics showing a 239% increase in engagement.
The website refresh won the Overall Award of Excellence from the American Association of Port Authorities (AAPA), the highest honor they give in their annual Communications Awards to Ports across North and South America.