challenge

gateway to the world, the port of long beach is a major economic engine for southern california, and for the entire nation. the shoes you wear, the car you drive, the mobile phone you carry - chances are, it came through the port.

more than delivering goods to the masses, the port wanted to deliver a fresh new identity to attract international business partners as well as appease a community increasingly concerned about environmental fallout.

the challenge: how to create a consistent brand personality while connecting with two decidedly different audiences?

solution

nostrum created two distinct awareness-building campaigns bolstered by a green port identity package that spoke directly to the different constituents. and we did it while supporting a cohesive overarching brand.

a dramatic departure from typical pedestrian advertising adopted by ports, our "big ships" trade campaign showcased stunning photography and a unique perspective of vessels to communicate the port's massive cargo capacity to leading retailers and manufacturers (think target).

launched simultaneously, our community campaign emphasized the port's vital role in the economic health of the community - as a supplier of jobs as well as consumer goods.

to build awareness of the port's ecologically progressive stance, we also developed a green port identity which became a recognizable element in consumer communications.

result

awareness among business partners and community members catapulted, and the port of long beach solidified its position as a high-volume, high-capacity economic engine independent from its more recognized neighbor, the port of los angeles.

the trade campaign projected a sophisticated, global image that strengthened the port fiscally as well as internationally. on a local level, the green port branding efforts prompted the community to recognize the port as an advocate - and not an enemy - of carbon-reducing policies.