Port of Waterford - Archived Work from 2016

Brings You Closer

Reinvigorating a challenger brand in a competitive B2B industry

Port of Waterford, Neworld for brand strategy, design, packaging, and digital needsPort of Waterford, Neworld for brand strategy, design, packaging, and digital needsPort of Waterford, Neworld for brand strategy, design, packaging, and digital needsPort of Waterford, Neworld for brand strategy, design, packaging, and digital needsPort of Waterford, Neworld for brand strategy, design, packaging, and digital needsPort of Waterford, Neworld for brand strategy, design, packaging, and digital needs

Port of Waterford

As a key element of an overall strategic review, Port of Waterford came to us to re-establish its rightful place in the market. It needed to strengthen its position as a serious contender in an industry dominated by a very small number of key players. To compete on both a national and international playing field it needed to raise its profile and clearly define its proposition.

Our solution

With a heavy industry focus on functionality we had to balance purpose with a powerful positioning that would connect with staff, customers and also the surrounding Waterford region. The result unites both the tangible physical assets and location with a much deeper, emotive component – “Brings You Closer”.

We captured this in a robust brandmark that is layered with heritage. Three coils of a rope play tribute to the three rivers that meet in Waterford – together composing a memorable “W”.

Most importantly, the rope ties the local community to the Port – a visual representation of our new positioning. In contrast to the clichéd use of blue in maritime brands we chose a bold red with strong, dynamic secondary graphics that take inspiration from nautical flags. Balancing this is the local, human element of the brand – an emphasis on a warm photography style and an open, approachable tone of voice.