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 approach

The City and SANDAG tapped JPW and Katz & Associates to develop a strategy to guide communications and outreach for both projects throughout construction. The joint approach to communications and outreach for both projects would ensure all messages and updates were coordinated and consistent.

Developed and launched during the COVID-19 pandemic, JPW evolved traditional public engagement strategies to reach target audiences even though tactics like in-person community meetings were not feasible.

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