Project
TraPac
Our team supported TraPac in developing and implementing a new brand with a complete website redesign and corporate video production. Our team defined a cohesive communications strategy for engaging key stakeholders with media training for executives to effectively represent the company.
Challenge: Reinventing TraPac’s Brand Identity for Safety, Service, and Sustainability Excellence
TraPac is a leading container terminal operator and stevedore with operations in Los Angeles and Oakland, California. In 2014, TraPac’s Los Angeles location became the first fully automated terminal in the world, helping its customers increase efficiency and productivity, improve supply chain sustainability, and minimize the chance of risk and delays. The objective was a comprehensive overhaul and update of TraPac’s existing brand collateral. The team worked to align the brand’s visual and narrative elements with its pioneering spirit in innovation and spotlight the marine terminal operator’s ongoing endeavors to maximize safety standards and service quality, while emphasizing sustainability initiatives.
Solutions: Implementing a New Brand and Communications Strategy
Brand Messaging and Guidelines
Our team developed a revised brand and messaging strategy to reinforce TraPac’s commitment to safety, service, and sustainability. The revised strategy reflected a wide range of external stakeholders including the greater Los Angeles community, environmental groups and local government.
- Developed corporate brand guidelines
- Developed customer persona profiles
- Designed company templates and presentation decks with new branding
- Developed terminal maps and safety brochures
Media Training
Our team developed a robust, interactive media training program to help ensure TraPac’s executives were fully prepared to act as spokespeople for the organization.
- Provided guidance on how to deliver impactful messages that resonate with the target audience
- Developed a checklist on key information to clarify with a journalist ahead of an interview
- Highlighted key do’s and don’ts when interacting with a journalist and tips on how to answer difficult questions
- Directed role playing scenarios on how to respond in a crisis situation
Corporate Websites
To effectively demonstrate TraPac’s commitment to premium service, our team supported the company in a complete redevelopment and launch of its website, including a corporate site, sites for two terminal locations, and a custom customer service system.
- Developed content and SEO strategy
- Sitemap development and wireframing
- Copywriting, infographics and page design
- Custom WordPress template development
- Integrate live terminal schedule and camera feeds
- Integrate container tracking and payments portal
Sustainability Report
Our team provided strategic direction to TraPac to help produce their 2019 corporate sustainability report and accompanying landing page, which highlights emission reductions at TraPac’s Los Angeles terminal, supply chain efficiency, terminal traffic mitigation, and TraPac’s corporate sustainability programs.
Corporate Video
To highlight TraPac’s operations across the U.S. and California ports, our team produced a corporate video featuring the terminal operator’s automated and advanced cargo handling capabilities.
- Develop script and shot list
- Voiceover talent and music selection
- Video production management
Results: Brand Identity Transformation with Enhanced Sustainability Focus
During the brand transformation process, our team facilitated the development of five dynamic websites showcasing multiple terminals and sustainability initiatives, alongside the development of over 20 corporate templates and brochures reflective of the new brand and messaging.
5
Websites developed to showcase multiple terminals and sustainability initiatives
20+
Corporate templates and brochures developed to reflect new brand and messaging
1
Corporate sustainability report developed with supporting data