CHALLENGE
A bold decision by the commissioners of the ports of Seattle and Tacoma was to do something never done before. Instead of competing with each other, they proposed to form an alliance to combine their strengths and resources, optimise operational efficiencies, boost competitive offering, create benefits for the region and position it strategically and competitively within the global industry.
SOLUTION
We started with conducting comprehensive competitive and comparative research as well as a brand audit of the participating ports. Based on gained insights, we defined the Strategic Positioning for the brand and Brand Platform that informed all subsequent communications and marketing materials. We created a name and tagline, designed the logo, devised colour palettes, typography, image usage. We planed and implemented brand launch and phased launch strategy including internal and public events with user experience elements, print ads, videos and collateral materials.
RESULTS
Globally recognized as the 3rd largest gateway in North America. To date NWSA received large national media coverage from PS Business Journal, New York Times, to Wall Street Journal and ranked highest on the U.S. West Coast and second overall in the West Coast category in Logistics Management.
