The Port of Longview is finishing a two-year, $95,000 effort to rebrand itself as “Washington’s Working Port.” The new brand already has won awards and will pay off in better exposure and business for the port, officials say.
“We are competing in a global marketplace, vying for cargo and for business,” said Ashley Helenberg, port director of external affairs. “This is a small investment to generate business revenue for our community.”
Instead of its old “corporate blue and green” look, the port how hopes to emphasize its blue-collar roots with the tagline “Washington’s Working Port.” Its brochures, business cards and advertisements feature gritty images of longshoremen moving cargo and close-ups of logs and steel.
Short promotional videos were produced using footage shot by longshoremen equipped with GoPro cameras as they worked in cranes and log loaders, plus cellphone videos shot by port staff. The footage was then edited and set to music by a Tacoma-based marketing company, Rusty George Creative.