GatewaySA

The new face of South Australian trade.

The Brief

Develop a new brand identity and stakeholder communications strategy for South Australia’s state-of-the-art shipping container gateway.

Flinders Port Holdings is a privately owned port, logistics and container terminal services group that owns and operates the Flinders Adelaide Container Terminal (FACT), the port of Port Adelaide and six key regional ports.

It is one of South Australia’s top 10 companies, with annual turnover of more than $300 million and employing more than 750 people. 

FACT plays a critical role in driving South Australia’s economy, enabling the smooth transition of containerised trade with the rest of the world. 

With FACT set to undergo a state-of-the-art transformation, Fuller was engaged to develop a new brand for the project and a communication strategy to ensure all key audiences were engaged and understood the significance of the redevelopment.

Services Provided

Brand Strategy & Identity,  Communications, PR & Social Media,  Design & Motion Graphics

THE CONTAINER TERMINAL FOR THE FUTURE

A new brand name – GatewaySA – was developed, representing the key role the terminal plays in facilitating trade that is critical to South Australia’s economy.

 

This was reinforced by the brand messaging, with call-outs developed to speak to the specific benefits that the facilitation of trade through terminal delivers, including building stronger industries and job creation.

A MODERN, PROFESSIONAL VISUAL IDENTITY

A key feature of the GatewaySA logo is a symbol that resembles the letter ‘G’, made from rectangular shapes that have a likeness to shipping containers, with an opening in one corner representing a gateway.

 

At this opening, the bar of the ‘G’ resembles an arrow – representing forward movement – as well as a three-dimensional shipping container. The shapes can be deconstructed to form patterns and supergraphics on brand collateral. 

The vibrant but professional colour palette captures the progressiveness of the transformation while maintaining a corporate feel. 

A comprehensive stakeholder communication strategy was developed to guide communication with stakeholders over the life of the project, and included communication, advertising, event and activation ideas.