Challenge: Refresh the symbolism behind The Port’s brand identity and establish standards for future marketing efforts.
Solution: The design of The Port’s new identity started with an examination of the old iconography. We wanted to know what made it significant and how we could add value. The marina waves and reference to Camas and Washougal proved to be an important representation of The Port. As a result, we modified the waves to create an uplifting icon that represents the marina, aviation, and the connection of two communities. Often locals referred to The Port of Camas-Washougal as “The Port.” We embraced this title in the development of the logo’s type treatment. The result is a simple yet highly meaningful identity.
In addition to the brand mark itself, we investigated the Port’s brand values, voice, and positioning. With a strong connection to the great outdoors, I wanted to develop a catchphrase that was memorable and fun for the marketing team to play with. The double-entendre “It’s our nature to explore,” stuck in the mind of the client and was immediately embraced. To future emphasize our nature, we prepared additional phrases such as:
It’s our nature to preserve.
It’s our nature to celebrate.
It’s our nature to connect.
With the new look of the brand identity established, we began to create and apply design standards to the environmental design of the Visitor Center lobby. We tapped into the rich history of The Port and promoted local attractions for both Camas and Washougal through the use of interpretive panels and print collateral.
Services: Branding, environmental design, and print collateral
My Role: Brand Identity and User Experience Designer
Support Team: William Matheny, Graphic Designer
“D Studio 21 was truly first class. We found that not only were they very thoughtful in what they brought us each meeting, but the designs were always creative, out of the box and fun! Heather and Will really guided us in this process; beyond all expectation. D Studio 21 was always professional and took the time to do things right. The attention to detail astonished us and we enjoyed working with such passionate people.”
– Port of Camas-Washougal