The Challenge
The existing identity placed the Port of Mobile at the center, with Alabama Port Authority playing a secondary role. As the organization evolved, ALPA needed an identity that positioned Alabama Port Authority as the primary brand, better reflecting its statewide mission, growing reach, and role in Alabama’s economic future.
Services Provided
- Brand Strategy
- Brand Identity Development
- Brand Standards
- Brand Application
Before
After
The Approach
Put ALPA first. We structured the brand hierarchy, giving the Alabama Port Authority the primary role and shifting the Port of Mobile to a secondary position. The new identity creates a stronger, more unified brand presence that can represent not only where Alabama’s port is located, but what it means to the state of Alabama.
The Results
The development and launch of a go-to-market brand that resonates a highly complex message into a distilled yet effective communications strategy. It’s being well-received by industry professionals and internal and external stakeholders.
