The challenge

Portico (part of Portsmouth International Port) needed a brand refresh that would give their internal design team more tools to work with. A previous refresh attempt had resulted in limiting green and grey imagery with no room for brand expansion across other channels. They had a logo and service logos but lacked real structure or brand tools to enable the brand to thrive and stand out.

The process

Getting under the skin

While Portico had basic logo elements, they lacked cohesive structure and brand tools. I identified opportunities to refine the logo and create a more purposeful system.

Uncovering the magic

Rounding off the 'O' and 'C' characters made the logo feel more purposeful, and the circular symbol could serve as a connecting device across services. Colour and new identities were added as a way to create brand architecture and define each area of the business.

Getting right to the heart

Developed a brand system centered on movement and connection, reflecting Portico's role in moving products through ports and across UK and Europe via their logistics network.

Consistency delivered

Created a comprehensive brand toolkit including refined logo, individual product identities with dedicated key colors, "Wave" device creating illusion of motion, "Connector Block" brand device, and complete Brand Guidelines enabling the internal team to manage the brand across all touchpoints.

The results

Successfully provided Portico with the structured brand toolkit they required, enabling expansion across all brand touchpoints. The refresh gave the internal design team the tools and flexibility needed for ongoing brand development with continued strategic support.

Services

Brand architecture
+ Creative platform
+ Guidelines
+ Websites
+ Social
+ Printed collateral
+ Event materials
+ Photographic art direction
+ Event materials
+ Merchandise
+ Signage