On November 14, the Port of Houston Authority launched its new brand, “Port Houston: The International Port of Texas.” The brand was developed for commercial and marketing use. The brand launch included an unveiling at the Executive Office Building during the organization’s quarterly huddle, where Executive Director Roger Guenther and port leadership provide updates and reports to employees.
The branding effort, supported by JohnManlove Marketing and Communications and the port’s marketing and external communications team, was derived from internal, community-wide and customer research. The process, which started in 2015, came about after the Port Commission earlier approved an organization-wide strategic plan, core values, mission statement and vision.
Employee ambassadors were assigned cross-functional teams for various tasks related to the brand rollout, from technical and IT-related elements to signage and event logistics. The project consisted of three stages: research and evaluation, creative and strategic messaging. A new website, PortHouston.com, and a new magazine, the Port Houston Navigator, was developed in conjunction with the brand.
“We wanted to create an exciting environment for port employees when they saw the brand for the first time, and we did that,” said Stan Swigart, Director of Marketing and External Communications. “This branding is a big step for us as an organization. We are Port Houston.”