Work
Western Pacific Marine
Western Pacific Marine (WPM) needed a new identity, website, and relationship with the communities they serve. After research, I developed a new logo, full brand identity system, as well as various marketing and digital content.
Logo
WPM needed a logo that communicated its goals of being innovative and an important part of the communities they served. The company’s passion for the water also needed to be apparent.
I kept the same “theme” for the logo, but I instead used soft shapes to create the letterforms, evoking soft forward-moving waves.
The result is a logo that feels reliable and sturdy, but much friendlier and more modern.
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![Old logo of Western Pacific Marine]()
Old Logo
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New Logo
Typography
I chose Poppins as the brand typeface for WPM. The consistent strokes and equal ascenders/descenders feel strong and reliable (this was important because WPM is about transporting people).
The circular letterforms feel welcoming and friendly. And the fact that the typeface is available in different weights allowed it to be used in many applications; it creates a full brand system that feels simple but striking.
Poppins Typeface
Colour Palette
I chose a colour palette that is inspired by the lakes and rivers of British Columbia. Cool blue tones are the basis of the palette. I wanted to keep the palette simple and flexible, so that it could be used in many ways, but still be “on-brand”.
