THUNDER BAY – BUSINESS – The Port of Thunder Bay today launched a refresh of its corporate brand strategy, unveiling a new logo and tagline, “The Superior Way West”. The new brand strategy supports the Port of Thunder Bay’s strategic growth objectives and vision as the preferred marine route for European trade with western Canada.
Tim Heney, Chief Executive Officer of the Port of Thunder Bay says, “The Port of Thunder Bay’s new brand will enhance our market proposition as the superior way to and from western Canadian markets. We felt it was time to strengthen the Port of Thunder Bay’s global brand strategy as a provider of world-class port facilities and services in the Great Lakes-St. Lawrence Seaway to national and international supply chain customers.”
A local agency, Firedog Communications, was hired for the rebranding project which involved significant research and consultation to gather insights from diverse stakeholders and Port customers across the country.
The rebranding project identifies the core proposition of the Port of Thunder Bay for future marketing and provides a new visual identity that will be applied to all communication materials in the coming months.
Heney concludes, “Our new identity reflects who we are today and better positions the Port of Thunder Bay for future growth prospects. We are proud of our rich history, experience, and capacity in the Great Lakes-St. Lawrence Seaway System. That’s why our new brand remains loyal to these core attributes for the benefit of our customers and community.”