IWLA announces refreshed brand, Web site

IWLA, the trade association for the warehouse logistics industry, unveils a brand refresh that highlights the association’s specific mission and audience. The rebranding includes a new logo and tagline: “The Resource for Warehouse Logistics.” The IWLA website (http://www.iwla.com) is also changing to reflect the association’s focus.

“The International Warehouse Logistics Association has evolved alongside the warehouse-based third-party logistics industry. Our board members, all of whom are industry leaders, realized that our brand and forward-facing presence needed to evolve with these changes,” says Steve W. DeHaan, IWLA president & CEO. “IWLA members, as they have been for more than 120 years, are experts in providing warehousing services. However, they now are also true logistics providers in the broader supply chain who complete value-added services for their customers.”

IWLA creates programs, products, and services for warehouse logistics businesses and for the suppliers/vendors who serve them. In addition, IWLA is the resource for shippers, manufacturers, and other business seeking a warehouse logistics supply-chain partner. The new logo set reflects all these audiences.

“We began the process by assessing how members and nonmembers felt about the association and its messaging. We asked simple questions like how they explain IWLA to others and the ways in which IWLA has benefitted them,” says Rob Russo, president of Port Jersey Logistics, who led the IWLA Rebranding & Website Task Force.

Russo cites many ways IWLA is “The Resource for Warehouse Logistics”:
—IWLA creates educational programs and webinars focused on specific areas of warehouse logistics-legal, technology, operations, sales, and safety.

—IWLA uses a “council” structure to address specific needs of niche warehouse logistics industry segments. The association creates resources, information, and opportunities for providers who handle chemicals or food; who have rail access; and who want to actively embrace supply chain diversity and sustainability.

—IWLA is the only source for government relations focused on the warehouse logistics industry. IWLA fosters participation, strategic alliances/coalitions, and relationships with elected officials and regulators.

—IWLA continues to serve members with business solutions: The association offers access to insurance, legal counsel, commodities, technology, a career center, and human resources services.

—IWLA is an access point for information that is important to members - regulations, laws, real estate, economic, e-commerce, transportation news and more - through e-newsletters, newsfeeds, alerts, the website, a quarterly magazine, and social media.

—The new IWLA web site, launching soon, boasts the latest online technology, SEO components, and style to complement the new brand platform. The new site includes an events calendar, categorized newsfeeds, council pages, an updated job board, video and on-demand webinar library, and a customized warehouse search tool.

“These changes really reflect what our members do and how they do it,” DeHaan adds. “And they reflect the association’s and its members’ ability to nimbly evolve with the needs of the industry. We are excited about the future and IWLA’s role shaping and serving the supply chain.”