The Challenge
The Port of Prince Rupert had moved past the ‘promising upstart’ success story and were entering the next phase in their journey as a major player in international trade and an acknowledged leader in innovative supply chain solutions.
This shift required a focused articulation of the Prince Rupert Port Authority’s brand truth and a concerted effort to activate the brand more effectively in the minds of existing and prospective customers and all stakeholders.
The Solution
Our approach was to shift away from the natural advantages of the port and focus on the true strength of the brand—the creative and tireless people who make the PRPA a global leader in port innovation and have helped to create a strategic asset for Canada.
A Brand Blueprint was developed, along with a full set of graphic standards, a new logo, and a positioning statement. Additionally, we created a complete brand standards book, which is now used to onboard new employees and guide all branded communications. We also designed, developed, and implemented a new website, and further activated the brand through local print, OOH, and digital campaigns and sales support materials.
The Results
Employees, stakeholders, customers and the community embraced the new brand with tremendous enthusiasm. PRPA research demonstrates a high level of support regionally for the port and its operations.
