Port Of Long Beach

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Port of Long Beach
The Port Of Choice

The Port of Long Beach, also known as the Harbor Department of the City of Long Beach, is the second-busiest container port in the United States, after the Port of Los Angeles, which it adjoins.

PROJECT SCOPE

• Elevate the POLB digital presence and brand

• Create deeper engagement with users

• Expand B2B marketing opportunities

• Build a website that tells the history of the port, encourages community and provides information on the port and city

• Make it easy to edit and publish new content on the website

• Build an interactive map

• Build a kiosk for children for educational purposes.

LIMITATIONS
• This was a governmental project, we had to build & design according to their process and restrictions

• We had to complete the website first then update the brand

• We had to build a website that would work well with a color change and brand update once the brand was finished and approved by the board of directors and team.

MY ROLE
• Logo Designer, Brand Strategist, Interactive Map Design, Website Architecture, Wireframes, Clickable Prototype, Kiosk Design

RESEARCH ANALYSIS

After interviewing the board of directors and essential figures in the long beach community we concluded that the new brand and vision of the port needed to encompass the modern vision of the port wants to go in and their values. The elevated POLB digital presence and brand needed to feel innovative, sustainable, international, efficient, and friendly.

TOP ISSUES
• We had to accommodate for 7 user personas with different needs

• Current brand and website offered a fractured experience and was too text-heavy. It didn't give users a reason to return, users were unsure where to go to get the information they needed.

• The new website needed to provide easy access to permits and documentation. It also needed flexible site features to edit and publish content.

USER PERSONAS (7)

• Potential Port Customer

• Existing Port Customer

• Service provider

• Community Resident, Scientist

• Researcher - Academic

• Industry Analyst - Press

• Internal Stakeholder- Content Creator

DESIGN STRATEGY

Creating a world-class site is about more than just content and code. It starts with the right strategic foundation. When it comes to maximizing the impact of the port’s digital presence, we see four core content pillars at the forefront:

• Highlight the port’s dedication to innovation

• Promote the port’s state of the art facilities

• Demonstrate the positive impact of the port on the local economy and quality of life

• Communicate the port’s commitment to improving the local environment

DESIGN OBJECTIVES

Trusted Authority

Reestablish POLB as an online leader in the international shipping community by matching state of the art facilities with an equally ambitious online experience to drive positive perceptions of POLB.

Drive Traffic

Increase brand awareness across all audience segments by focusing on innovative and highly shareable experiences that create word of mouth and viral pass-along opportunities

Generate Leads

Find new, more effective ways to generate leads; reach and engage both new port customers and existing port customers to drive sales, improve retention and encourage exploration of the port’s business offering

Clear Identity

Amplify the social and emotional benefits of POLB while enhancing awareness around POLB core values—dedication to innovation, economic engine, environmentally friendly, community-driven.

Visual Impact

Develop a world-class look and feel for the redesigned site that reflects POLB’s dedication to innovation, commitment to the environment and impact on the vitality of the local economy and community

CLIENT RESULTS

• Increase in commercial leads

• Deeper user engagement as measured by TOS (Time on Site)

• Decrease in homepage bounce rates

Design Team: David Vegezzi, Chayanna Landaverde, Stewart Roud, Justin Chen

Strategic Planning, & Copywriting: Martin Pedersen, Miguel Echegaray, Jason Widman, Malene Blaedel

Tech Team: Mike Wagner, Anshu Rath, Amin Ghanimati

New POLB Logo