Portwest  – Brand identity reinvention

From Westport to the world

The Aim

Portwest is a family business established 118 years ago which has grown into an international player employing 4500 across 130 countries. The business specialises in producing protective workwear for every imaginable environment.

Portwest is a fast-paced innovator, however over the years the company’s visual image failed to kept in-step with its commercial success. In addition, the massive increase in product ranges led to the ad-hoc creation of sub-brands which became unwieldy to manage and confusing for customers.

Our job was to help reposition Portwest as an innovation business, reinvigorate the brand’s visual identity while rationalising the myriad of sub-brands in the product portfolio.

Project

Portwest 

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The Game

Firstly and crucially, we had to understand the business, its ambitions and commercial and operational challenges faced.

We carried out a thorough review of existing market research, facilitated workshops with the leadership/global teams and carried out interviews with key stakeholders to understand the wider challenges

From here, we built on the company’s vision and purpose to create a powerful tagline that captured and communicated our brand promise; ‘Peak Protection’

We rationalised the brand architecture to make it easier to navigate the vast range of products within the portfolio.

We then set to work on creating a brand-new visual identity that would bring the brand promise to life.

The Game

Firstly and crucially, we had to understand the business, its ambitions and commercial and operational challenges faced.

We carried out a thorough review of existing market research, facilitated workshops with the leadership/global teams and carried out interviews with key stakeholders to understand the wider challenges

From here, we built on the company’s vision and purpose to create a powerful tagline that captured and communicated our brand promise; ‘Peak Protection’

We rationalised the brand architecture to make it easier to navigate the vast range of products within the portfolio.

We then set to work on creating a brand-new visual identity that would bring the brand promise to life.

The Fame

We worked with the senior management team to bring their vision and mission to life. 

From here, we redefined the brand’s story then completely over-hauled the Portwest visual identity and product portfolio brand architecture.

We created a bold new brand world that celebrates the company’s dedication to innovation and scrupulous attention to detail. 

The Fame

We worked with the senior management team to bring their vision and mission to life. 

From here, we redefined the brand’s story then completely over-hauled the Portwest visual identity and product portfolio brand architecture.

We created a bold new brand world that celebrates the company’s dedication to innovation and scrupulous attention to detail. 

Dynamo’s understanding and reshaping of the Portwest brand and strategy were crucial. They’ve really helped distill down our USPs into a compelling tagline, all backed up by a rock solid strategy and incredible creative execution.

Aisling Gavin
Marketing Director
Portwest

What we delivered

Brand immersion / Competitor audit / Stakeholder interviews /Brand workshops / Brand architecture / Brand manifesto and tagline creation / Identity design/ Digital design/ Apparel & product branding / Merchandising / Brand guidelines / Brand guardianship