THE CHALLENGE

The Detroit/Wayne County Port Authority set an ambitious goal: reach net-zero emissions by 2040 while improving air quality for surrounding communities and building support from terminal operators, civic leaders, and residents. 

 

The Port faced multiple challenges: communicating complex technical data in a way that was clear and compelling, engaging a diverse set of stakeholders with differing priorities, and demonstrating both accountability and leadership in an industry where environmental initiatives are often slow to gain traction. Success required a strategic approach that could translate a technical plan into a compelling narrative, inspire action, demonstrate transparency, and position the Port as a leader in sustainable maritime operations.

 

THE APPROACH

shark&minnow drove the development and execution of the campaign, creating the concept and visual identity for the Port of Detroit’s Decarbonization and Air Quality Improvement Plan, Change is Elemental. Inspired by the idea of breaking down environmental elements to drive meaningful change, shark&minnow designed every element of the campaign—from two launch videos and a presentation to takeaway postcards and event signage—ensuring a cohesive and impactful story. 

 

The campaign was introduced at AGLPA’s Annual Conference, strategically positioning the Port to engage stakeholders, demonstrate leadership, and inspire action. 

 

IMPACT

By unifying technical data with human impact, shark&minnow transformed a regulatory and environmental mandate into a clear, motivating vision for the future. The consistent identity across web, print, and event materials strengthened credibility, boosted public engagement, and established the Port of Detroit as a model for sustainable inland port operations. Through the strategic launch at the AGLPA Annual Conference, shark&minnow ensured the Port’s leadership was amplified across the Great Lakes maritime community, demonstrating that Detroit is not waiting for industry change—it is leading it.

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SLIDE DECK

The campaign debuted at AGLPA’s Annual Conference, strategically positioning the Port as a leader while engaging stakeholders and inspiring action. With only 10 minutes to present, shark&minnow designed a presentation for the Port leaders to guide the conversation, showcasing key port updates alongside the brand and campaign videos—played before and after the deck—to frame the narrative and set the tone for the event.

 

EVENT COLLATERAL

In addition to the presentation, shark&minnow designed supporting collateral to help the Port stand out and leave a lasting impression. A folding sell sheet broke down the process and key elements of the campaign, offering the audience a tangible takeaway that reinforced the Port’s story and invited them to check out the new website through a QR code. A branded pop-up banner provided a bold visual presence at the conference, while a thoughtfully designed postcard—printed on white stock to minimize ink use—served as both a memorable keepsake and a nod to the Port’s commitment to sustainability. 

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SOCIAL MEDIA

To extend the impact beyond the conference, shark&minnow rounded out the campaign with a comprehensive digital strategy. Email communications and social media posts highlighted key themes such as the campaign timeline, the Port’s current carbon footprint, and broader sustainability initiatives. These touchpoints ensured the message reached a wider audience, keeping stakeholders informed and engaged while reinforcing the Port’s leadership and transparency in driving environmental progress.