Waterfront Logistics

The Challenge

In an industry where trust and relationships are key, newly formed shipping 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.

The Bright Idea and the Brilliant Execution

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 Result

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.