Home to the mouth of the Mississippi River, Louisiana has long been an essential corridor of global trade and commerce. And while many people may think of New Orleans as the primary shipping hub, the Port of South Louisiana, strategically positioned upriver, boasts a key competitive advantage — accessibility by water, road, rail, and air.
Shipping and logistics have come a long way since the port was founded in 1960. When the Port of South Louisiana approached Red Six Media for a rebrand, they wanted to modernize their visual identity in a way that told their story in a way that captured people’s attention.
With a re-energized brand, they could create buzz among businesses, build awareness around what makes them unique, and earn support from neighboring residents and state politicians.
“A Better Way To Cargo“
Red Six Media delivered with a comprehensive rebrand, laying the foundation with a new logo and tagline: “A Better Way To Cargo.”
The logo is designed to evoke both an authoritative badge and the silhouette of a cargo ship, and onboard the deck are four shipping containers that reflect each of the Port’s modes of access. The tagline, through its use of a “verbing” construction, signals the next generation of excellence and innovation.
Together these elements recognize the Port’s history while capturing what allows it to maintain its status as a linchpin in maritime trade throughout the U.S. and beyond.
Making A Splash With News and Recognition
Much like the Port’s multi-modal accessibility, this rebrand made a significant impact on multiple fronts. The brand launch coincided with a ribbon-cutting ceremony at the Port’s new headquarters in Reserve, Louisiana. The event earned media coverage from outlets such as Biz New Orleans, NOLA.com, and The Waterways Journal Weekly.
The work did not go unnoticed by industry peers. At the annual AAF-Baton Rouge (American Advertising Federation) awards, Red Six Media’s rebrand for the Port was awarded at both the Local and District levels — including the prestigious “Best of Show” award for Elements of Advertising in Logo Design.
- Gold ADDY (District): Logo Design
- Silver ADDY (District): Integrated Brand Identity Campaign
- Best of Show (BR): Logo Design
- Gold ADDY (BR): Logo Design
- Gold ADDY (BR): Integrated Brand Identity Campaign
We really enjoyed the collaborative process that led to this work that makes us all proud, and we couldn’t be happier to share in our client’s success.
