Shawn Van DaeleShawn Van Daele
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Editorial design · Layout · Brand identityPort of Prince Rupert proposal2024

Port Rupert Port Authority — RFP

“RFP and brand-adjacent visual system for the Port of Prince Rupert — clear infographics, considered layout and AI image development.”

Client
Port of Prince Rupert proposal
Year
2024
Discipline
Editorial design · Layout · Brand identity
Best for
Corporate Communications + Editorial, Executive Communications + Corporate Affairs
Skills appliedbrand + positioning strategyreports + annual reportscreative directionart direction + design leadershipvisual identity + design systems

The short version

Thirty-second read
The mandate
The Port of Prince Rupert is one of Canada's most significant trade gateways, with the deepest natural harbour on the continent's west coast and a mandate that sits between commercial shipping, Indigenous partnership, environment and community.
The insight
Built a grid-based editorial layout to organize complex port infrastructure data, logistics projections, and corporate narratives into a highly readable proposal format
My role + craft
Editorial design, Layout, Brand identity · for Port of Prince Rupert proposal · 2024. Concept, direction and hands-on execution.
The result
A competitive submission covering positioning, message architecture, creative direction and rollout
AI + workflow

The strategy, writing, layout and final artwork on this proposal are traditional craft. Where AI came in was image generation: creating supporting visuals to art-direct the piece without commissioning custom photography, then finishing and placing them by hand in the document. The decisions about what the images needed to say, and what made the final cut, were all human calls.

In this workflow
Image generation and visual direction
AI tools
Midjourney
Craft and production
Adobe InDesignAdobe Photoshop

Curious how the whole system works? How I use AI to improve efficiency, creativity and momentum, or see the full toolset.

01Brief

The Port of Prince Rupert is one of Canada's most significant trade gateways, with the deepest natural harbour on the continent's west coast and a mandate that sits between commercial shipping, Indigenous partnership, environment and community. Those audiences do not want the same message. This was a competitive RFP, evaluated by committee, so the submission had to hold economic credibility, community trust and environmental responsibility inside one strategic platform and one scored document.

02Approach
  1. 01Built a grid-based editorial layout to organize complex port infrastructure data, logistics projections, and corporate narratives into a highly readable proposal format
  2. 02Designed clear infographics and data visualizations that simplified shipping route efficiencies and regional economic impact metrics
  3. 03Created a brand-adjacent visual system using a cool maritime colour palette and clean typography to establish immediate authority
  4. 04Generated custom conceptual imagery of port operations and shipping logistics using AI-enabled tools to fill visual gaps where actual photography was unavailable
03Outcomes
  • A competitive submission covering positioning, message architecture, creative direction and rollout
  • One platform reconciling commercial, Indigenous, environmental and community audiences without contradiction
  • Supporting visuals produced in-house through AI image generation, keeping a full pitch visual system inside proposal budget
  • Stakeholder-mapping approach I have reused on later public infrastructure and government work
  • Objective of the submission: win the mandate, with the strategy platform reusable regardless of outcome

Selected imagery

Click to enlarge · 25 pieces
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Credits

Concept, art direction & execution - Shawn Van Daele for Port of Prince Rupert proposal, 2024.

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