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The way west goes through Thunder Bay

Port authority rebrands corporate image to reach global audience
Port Launch02
(l-r) Tim Heney, Port of Thunder Bay CEO, and port chairman Greg Arason unveil the new corporate image.

Increased trade with Europe has inspired the Port of Thunder Bay to embark upon a new corporate brand strategy.

The port authority unveiled a new logo and tagline, “The Superior Way West,” on Nov. 17 to showcase the new visual cues for its marketing campaigns to the world.

In a news release, port CEO Tim Heney said the new branding supports the port’s strategic growth objectives and vision as the preferred marine route for European trade with Western Canada.

“We felt it was time to strengthen the Port of Thunder Bay’s global brand strategy as a provider of world-class port facilities and services in the Great Lakes-St. Lawrence Seaway to national and international supply chain customers."

Firedog Communications, the Thunder Bay agency hired for the rebranding campaign, researched and consulted extensively with various port stakeholders and customers across Canada.

Thunder Bay has historically and primarily been known as an outbound grain, coal, and potash port.

But the authority has made huge strides in recent years in generating inbound ‘project cargoes’ from Europe that’s generated beneficial two-way traffic for shipping companies with cargo hauls of wind turbine and plant components for the energy, mining and oil sands sector in Western Canada.

The authority has also upgraded the facilities at Keefer Terminal with dockside improvements and increased lift capacity.

“Our new identity reflects who we are today and better positions the Port of Thunder Bay for future growth prospects,” said Heney.