visual identity and website

A new universe and a new identity for
Odense Port

In 2021, Odense Port changed its name from Lindø Port of Odense to the more classic-sounding Odense Port. It has been a historic change that Morningtrain is proud to have been part of, which included both a new digital identity and the development of a new website.

Problem

Odense Port’s rebranding meant a completely new universe and a new identity. Extensive storytelling and visual elements had to be created to describe the opportunities at the port—locally, nationally, and internationally. But can you have it all?

Plan

A website platform had to be built that could support the new design framework, while also enabling Odense Port to maintain and expand the website.

In addition to Morningtrain, Odense Port also brought in external professional resources to ensure the new storytelling centred around the words “We are the port”. This message had to be spread so there would be no doubt that Odense Port is now for EVERYONE.

Result

Odense Port received a flexible solution, where we built a wide range of visual elements into the platform.

With the new solution, Odense Port can assemble and produce new subpages in different designs. A great deal of flexibility has also been built into each element, enabling Odense Port to adjust the elements visually themselves.

Results

Results that deliver a great website experience

Google PageSpeed rating after optimisation

Measured with Google PageSpeed

PageSpeed before: 52/100

Google load speed
after optimisation

Measured with Google PageSpeed

1.3

Sec

Load speed before: 4.3 Sec

We succeeded in the difficult manoeuvre of ensuring that the important visual identity was maintained across all pages, while also giving Odense Port extensive editorial freedom on the website.

This meant that we had to build according to the logic of the visual elements, so Odense Port has a wide range of options for customising and modifying elements.

View the website solution

timeline

Collaboration

The “we” is enormously important

The collaboration between Odense Port, Morningtrain, and the external professionals was incredibly close, and it was strongly characterised by the fact that we were a “WE”. This was reflected in many working meetings and social events, ensuring that the collaboration was truly extraordinary.

This was the start of a larger and longer collaboration, where we subsequently also expanded the universe with, among other things, a universe for wind turbine production, a recruitment environment, and an ordering system where customers can order everything they need for the port.