Commerce and Community
in Harmony

Port in a storm

Each year, more than $100 billion worth of trade moves through the Port of Long Beach—making it the second-busiest seaport in the United States. It provides 370,000 jobs and $5.6 billion in revenue to California's economy.

The Port’s oversized presence, however, meant that it was viewed warily by both its immediate neighbors and the community at large. Although the local economy relied on the Port, and trade was skyrocketing, residents were concerned about security threats, environmental impact and public health. Local support was pivotal in facilitating growth, and negative perceptions were hindering progress. The challenge was to help build up community trust.

A perfect circle

Siegel+Gale contended that the Port could take a leadership role and become a "community catalyst." The strategy was bold: no other U.S. port had a brand positioning that embraced all stakeholders and local interests.

We developed a strategy that encouraged increased transparency and socially beneficial behavior, summarized in the provocative brand promise: "Shaping a vibrant community." The logo we designed represents exactly that—a harmonious, functional community of marine life, people, birds, trees, homes, buildings and watercraft encircling the earth. This colorful new symbol extends the concept of advocacy for positive change and represents the Port and its stakeholders together in a fluid expression of vitality.

As we reshaped the messaging and visual system—demonstrating how to align touchpoints such as the website, merchandise and advertising—we also conducted training workshops and planned launch events to help the Port engage the community behind the brand, and stoke excitement for its public launch.

Sea change

Siegel+Gale’s "community catalyst" brand strategy kick-started the Port's cooperative efforts within its community and laid the groundwork for changing public perception. Local leaders took pride in the fact that the Port gained recognition in the industry for its aggressive air-quality standards, as well as other policies and procedures that consider health, safety and environmental factors in every decision.

The Port has received many accolades for its creative new strategy, including a first-place SAAVY Award for best rebranding campaign, a merit award in the Rebrand 100 competition and a silver medal in the logo category of the Davey Awards.