Australia’s largest automotive terminal has a strong environmental focus to minimise its impact on the local community.
Brand Identity / Corporate Stationery
Melbourne International RoRo and Auto Terminal Pty Ltd (MIRRAT) was selected to develop a new RoRo (roll on, roll off) terminal which would boost Port of Melbourne’s capacity to cope with increasing volume of international and automotive trade.
MIRRAT is an Australian subsidiary Wallenius Wilhelmsen Terminals Holding (WWTH), an organisation which operates terminals across Europe, the USA, and Asia. MIRRAT’s investment into the development of this new automotive terminal is a key component of the Port Capacity Project. This project was established to ensure longevity, sustainability, and growth for local businesses reliant on the ongoing success of the Port of Melbourne.
As a wholly new business, MIRRAT required a brand strategy and identity to back their recent success. From extensive collaboration early on, it was established that MIRRAT’s ‘new player’ status served as both a positive and negative. Given this newness, the brand image must convey credibility, trust, and dependability. But on the flip side, the lack of previous perceptions allowed MIRRAT to create a voice with strength and certainty.
MIRRAT’s audience is wide and varied, including shipping lines; manufacturers; logistics/transport companies; Australian Customs – DAF/ AQUIS (Quarantine); Port of Melbourne; the community. This vast audience, coupled with a project of such a grand scale, further solidified the need for a strong, credible brand identity.
Underpinning MIRRAT’s brand identity is the notion that this terminal is a gateway bringing efficiency and innovation to the Port of Melbourne. We created a brandmark that represents MIRRAT as a safe, reliable gateway to Melbourne for the automotive industry in their freight. In the abstract form of an M, (Melbourne, MIRRAT), colours used represent the meeting of land and sea. The form in the middle of the brandmark represents a hull of a ship.
Initial stages of the project have included the roll-out across a stationery suite. As MIRRAT’s construction was already underway, the key focus was to create this brand identity. We provided in depth brand guidelines to ensure ongoing consistency as MIRRAT’s brand touchpoints increase in the coming years. We are looking forward to many more applications as the site starts to take shape.
Luke and Rusty brought great insight and structure into the brand development process and helped to navigate us through the minefield of common pitfalls. We were impressed with the effort put into understanding not only our business but the greater industry.
For those struggling with taking their business ideas and converting them into a visual representation you can take to market you can’t go past Raine & Makin, it’s a no brainer.
Jed Smith | Head of Commercial & Stakeholder Management