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. 

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Western Water: Marketing Campaign

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Western Water: Strategic Communications