Hello Port of Long Beach Panel!

My name is Jen Choi, a creative leader connecting people with innovative storytelling. Expert in strategic communications branding and marketing. Areas of expertise include sustainable green design practices, global logistics marketing, product development, marketing, brand development, digital campaigns, advertising strategies, and overseeing community outreach programs, event planning, and special projects.

Currently, I am with the Port of Long Beach, going on 17 years. Prior, I worked at The Walt Disney Company as a global brand expert, partnering with Walmart and Target. Mastered photography and video advertising campaigns while working as an Art Director for Oliver Peoples/ Oakley and Paul Smith, and became an expert in environmental advocacy, media events, emergency crises planning, community outreach, global logistics marketing, here at the Port of Long Beach. Here are few samples of my work throughout the years.

Branding

I had a privilege to go through two rebranding projects at the Port of Long Beach. First one in 2007 when the Port recreated its identity to cater to all community groups. Then in early 2020, the Port of Long Beach launched a refreshed brand, changing its tagline from The Green Port to The Port of Choice. Although the Port’s world-leading commitment to environmental sustainability has not changed, the Port’s leadership believed the Port needed to shift from a more community-focused logo and tagline to one that stressed service to Port customers as the Port planned for future growth as an economic engine. The Green Port was retained for use on environmentally focused materials. In order to carry out the new message and direction, new mark was created, with a new color palette. Please scroll through the style guide below.

Content Creation and Marketing

Port of Long Beach container terminals are highly secured and only few are allowed to take photos and video inside the terminals. It took years of relationship building, and securing the best of the photographers, videographers, and now the drone (UAS) team to capture content that is use in all Port marketing materials. This photo taken at TTI Terminals was especially challenging- since this was a special ask from a beneficial cargo owner. It took many information gathering and trust to track down the special Amazon containers that offloaded from a mega ship at Pier T. It also took coordinated efforts with the Port Business Development team, TTI management, and ILWU equipment operators to capture the photos while it offloaded from the ship via crane, and showcasing many steps of cargo logistics.

State of the Port Presentation- 2022

Every year, with a small team, we are responsible for the signature event- State of the Port address with our CEO. It is always challenging to produce great content because it is essential for a communications lead like myself to be synced up with all Port happenings, like a hybrid cranes getting delivered at one of our container terminals, to Port Capital Improvement projects such as the Fireboat , and to to be aligned with our theme and strategy with Port leadership for the rest of the year for all staff. This State of the Port was produced during the tail-end of the pandemic. Please take a look.

Website Redesign

Its hard to believe that nation’s #2 Port was stuck with an antiquated website up unitl 2020, right before the pandemic. This project was massive, an undertaking so great that nobody wanted to take the initiative to take the lead. So with Port management support, I developed an ad hoc team to rethink the new website. Please click on the image on the bottom to read the case study and the outcome.

Media Events

From big production staging to emergency responses, played a pivotal part for staging and working with our Media Relations, Government Relations, and guest Federal Communications team to capture the best coverage possible. Creates and oversee all content from invitations, staging, photography, drone, video support, event design, production, sound, and presentation animations, and partner logos.

Pier B Groundbreaking Event, July 2024 with Secretary Pete Buttigieg. Please click on the photo for full media package.

Advertising

Ad campaign creatives that starts with print, but gets repackaged into digital multi-national and International ad campaigns. These creatives are resized for publications that range from Maritime placements like Maritime Logistics, RILA, JOC to programmatic social, display, and native ads. Often times, the creatives also get blown up into billboards!

Special Project - Congressman Lowenthal Trade and Education Center.

Using interactive and immersive experiences, the Center welcomes business partners, visiting dignitaries and other invited guests to understand how the Port has evolved from a municipal dock serving the needs of a growing city to an international leader in sustainable goods movement. Lead content oversight, experiential design, and interactive components.

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Special Campaign - Covid 19 Communications Outreach Plan

The ability of the Port’s Communications and Community Relations Division to fulfill both of these responsibilities was severely challenged by the advent of the COVID-19 pandemic in March of 2020. In order to stay connected, Communications and Community Relations Division also had to pivot from being involved “hands-on” with many community events to a completely “virtual” and socially distanced operation. From events to community programs, everything had to be reimagined in a creative way. Please read about the campaign here, from our AAPA Award entry.

Special Campaign- Green Port Policy 15 Year Celebration

To celebrate the 15th anniversary of the policy (delayed due to COVID-19 priorities) and acknowledge the Port’s environmental success during Earth Month 2021, the Port’s Communications and Community Relations team, in conjunction with the Environmental Planning Division, created an illustrated timeline titled “The Green Port Through the Years,” that was produced in both graphic format for the Port’s new website, and also in video format for social media and other uses. Designed to be augmented as new environmental initiatives are introduced and celebrated, the timeline will be a viable communications tool well into the future. Please click on the image below to see the timeline on the web and the video

Special Campaign- Port of Long Beach Music Video

And a must see- an oldie but goodie- a music video about logistics that was used for Education outreach.

Past Work Samples

Due to my experience in the logistics, entertainment, and fashion worlds, I worked with many branding experts to develop, guide and implement style guides to assure that all creative standards is consistent throughout all the materials. Each development required all stakeholders to agree on the vision and identity development- and outreach and training to ensure that each branding element consistency is adopted and utilized within different sections of the organization.