Westport: Natural Gas Vehicles Are Here And Now.
Westport used to describe themselves as a "Canadian IP" company. Which makes some sense for an organization born out of the University of British Colombia's engineering program. But a tour of their factory revealed they were much, much more. In fact what we learned was that Westport was an engine company, through and through. And these were no ordinary engines. These were natural gas powerhouses that were more efficient than diesel (read: cheaper), better for the planet, and powered by domestic fuel
Shifting Impressions.
Our research also revealed an important market perception. In 2013, Westport's natural gas engines were already being used in long haul trucks. Yet most of the world was still talking about industrial natural gas vehicles as "the next big thing." Why? Well, when your friend starts wearing mesh shirts to work, that's an obvious change. When trucks start running on new engines? Much harder to see.
Guided by these insights, we crafted a positioning that celebrated the powerful advantages of Westport engines and declared natural gas a thing of the present. The tagline, “Here and Now,” said it all. Add a custom photo shoot, and a stunning brand book and print campaign were born.
Elevating a Brand.
The white balloons are a quiet nod to clean fuel. They represent purity, clarity, and the wonder of discovery. They represent possibilities and potential. And they signify how Westport is changing transportation in cities and industries everywhere, helping make the world a cleaner place.
