WATERFRONT

Yesterday’s Work Ethic Meets Tomorrow’s Innovation

Some 3PL companies have grit. Others have smarts. Waterfront Logistics? It has both — and needed the world to know it, so it called on BRANDED to communicate that.

Bright Idea and Brilliant Execution

In an industry where trust and relationships are key, newly formed logistics company Waterfront Logistics was sitting pretty — a powerhouse conglomerate founded by some of the industry’s most respected leaders. But when it comes to marketing at scale, individual relationships can only get you so far.

Amid stiff competition in a climate where 3PL services are often seen as a commodity, Waterfront needed a B2B brand presence bold enough to get them on the radar – and keep them in the spotlight.

To get on the radar of prospective clients, Waterfront required a brand strategy, guidelines, logo, and website as bold as its ambitions to disrupt the staid industry. And that required research into the marketplace and the industry.

Our research uncovered a glaring gap: legacy 3PL firms struggled with innovation, while newcomers overpromised and underdelivered. Waterfront had the chance to rewrite the rules. Using Waterfront’s strong value proposition, we positioned the brand as the perfect balance between time-tested reliability and modern innovation. Our goal was to sharpen this identity and communicate its distinct blend of grit and intelligence—embodied in the tagline:“cutting-edge tech meets old-fashioned grit.”

To emphasize the human element of the brand, we made sure the copy was straight-talking and free of jargon. Visually, the brand’s core palette — reliable, trustworthy navy blue and pops of energetic bright teal, blue, and green — reinforces Waterfront’s promise to innovate and invigorate the industry without sacrificing dependability.

We also designed an equally authoritative and energetic brand logo. The W references the waves of Waterfront’s Port of Los Angeles headquarters as well as the smooth moves clients can expect when using Waterfront to transport its goods. Timeless and refined, it reflects the team’s years of leadership while conveying a sense of trust.

The Results

Waterfront Logistics introduced itself to competitors and prospective clients as offering both brawn and brains: traditional hustle and reliability paired with vanguard technology.

“We move it like we own it,” synthesizes all these advantages into one bold, forthright benefit for clients. Competitors have taken notice, as have both global and midsize businesses in search of improved logistics handling.

Services:

Brand Creation

Brand Implementation

Identity Application

Brand Management

Copywriting

Motion Design

“A company’s brand is more than just a logo; it is about bringing the spirit of your company to life. Here at Waterfront, we felt like we needed an iconic brand to help us stand out from the crowd and establish our brand as a major player who combines innovation and operational excellence through decades of experience, despite being a fairly new company. BRANDED made that happen! Now, when we meet with customers and critical stakeholders there is no doubt who we are and what we stand for. That wouldn’t have been possible without the meticulous process and flawless execution of our branding. Plus, they have a pretty fun team at BRANDED and are a pleasure to work with.”

Weston LaBar

Chief Strategy Officer at Waterfront Logistics