Saint Lucia Air and Sea Ports Authority

Saint Lucia Air and Sea Ports Authority was performing at its optimum; however public and stakeholder opinion of the brand was far from favourable. The reputation of the company did not seem to match its performance.

What did we do? We undertook a comprehensive brand audit to gain objective insight into where the brand stood currently.

 
 
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What did it show? In an increasingly competitive Ports sector, there is a challenge to achieve fast growth. With stakeholders demanding higher returns on their investment, management teams expedite the growth projection to meet demand. And, while realising immediate numerous practical and fiscal benefits, staying on brand can become less of a priority – or, worse yet, become nonexistent.

 
 
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How did we remedy it? We encouraged SLASPA's management team to move from a profit-driven culture to a customer- staff centric organisation. We did a face-lift to the identity– upgrading stationery and print collateral. The website was reconstructed to be more interactive and to meet customer and stakeholders needs. "Connecting people, partners, the world." was the tagline attached to launch of its new TV campaign.