Port of Townsville

To strengthen the brand’s evolved identity, a new set of ethics were implemented to build an aligning organisational culture – connected, sustainable and prosperity. These ethics foster a benchmark and culture within the organisation to establish an aligned reputation from customers and external stakeholders.

To simplify the brand’s identity, build upon the existing mark and provide clear company value levers, four priority areas were identified – planet, community, people, prosperity. The brand’s visual identity was strategically evolved to communicate the priority areas through a four-blade stylised propeller that also operates as a story device for teams to easily communicate the brand’s strategy. This icon also symbolises a nexus, indicating the port as a centre for import and export of products for North Queensland with the converging lines and colours reflecting the meeting of land and sea.

With a strong primary colour palette of navy, bronze and cream the brand introduced a rich secondary colour palette to represent each priority area and provide structure for internal and external communication pieces.

An aligning image palette was introduced to strengthen the brand’s personality and communication. Immense and large-scale imagery were combined with detailed imagery of marine life and textures to depict the scale of the brand’s operations and the connectivity to the community and environment.

Outcomes

Implementation of the evolved brand identity and structures resulted in a clear and engaging brand voice and an aligned and focussed organisational culture. Internal and external shareholders now have an activated understanding of the brand and their value propositions, driving awareness of new brand repositioning.

Do you need to change your brand voice to enhance communication and stakeholder engagement? We’re experts in branding, strategy, digital and marketing, connect with us here.