Port Detroit
Department
Strategy | Design | Motion & Sound
Services
Branding | Campaign Design, Planning & Execution | Web Design | Photography | Video
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 Challenge
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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