The Challenge
Create a distinctive brand for MAX that could communicate the breadth of Alabama Port Authority’s multimodal capabilities while establishing a meaningful point of difference. The brand needed to make a complex logistics network easy to understand, relevant to shippers, and memorable in a crowded transportation marketplace.
Services Provided
- Brand Strategy
- Brand Identity Development
- Campaign Execution
- Microsite Development
- Video Production
The Approach
We turned MAX’s greatest strategic advantage – its connectivity – into its greatest advantage.
A distinctive identity, flexible visual system, and integrated campaign brought rail, road, water, air, and port connections together under one memorable brand. Multiple modes. One connected MAX.
The Results
The campaign created awareness among a very niche industry group, providing tangible leads for the APA sales team to work with for new business opportunities for the port. It also created a strong presence at industry-specific trade shows; the work was recognized with the ADPROBE™ Award from The Journal of Commerce for outstanding advertising performance.
