Kinamo developed a website and visual identity for The Way Forward and handled the necessary integrations for email marketing.
The Way Forward emerged from the digital pact between Alfaport Voka and the Port of Antwerp-Bruges, with the goal of actively involving the private sector in digitization and collaboration within the port.
What began as a project in 2021 grew in 2025 into a fully-fledged, separate organization within Havenkoepel vzw, with a clear focus on enhancing efficiency, data sharing, and digitization within the port community.
This evolution created a clear need: a distinct visual identity and a central digital hub where projects, news, and knowledge are brought together in a structured way.
Kinamo was responsible for developing that foundation: a consistent brand identity, a user-friendly website, and an integrated email marketing solution.
From Analysis to a Workable Platform
Based on the initial briefing, we conducted a functional analysis to define both the required features and the structure of the website. Our focus was not only on content, but also on how different target audiences, from businesses to port stakeholders could easily find and use information.
Based on that analysis, we developed a clear site structure, which after consultation with the client was further translated into two concrete design proposals.
These proposals went beyond static designs. We delivered fully clickable prototypes. This gave the client a realistic picture of both the visual style and the user experience, allowing feedback to be processed quickly and effectively and enabling the development phase to begin efficiently.
The website was developed using WordPress, which was chosen in consultation with the client because of its flexibility and user-friendliness.
At Kinamo, we take a clear approach to this:
In addition, we implemented a user-friendly page builder so that The Way Forward’s team can easily manage and expand pages and news articles on their own. To support this, we provided a practical manual and training that covered both the website and MailerLite.
The collaboration with Kinamo was smooth and pleasant. They truly listened to our needs and proactively thought along with us, maintaining fast and clear communication throughout the entire process. What stood out most was their expertise technically strong, yet always explained in an understandable way. They designed a fresh visual identity for us that feels modern while also conveying a sense of established value clean and well thought-out, without unnecessary frills. They also handled the configuration of MailerLite in an intuitive way, making the tool immediately usable for us. Thanks to a thorough and clear handover, we were able to get started with our website right away after delivery. A partner who thinks along and delivers on what is promised.
The website was created as a central hub where both communication and documentation come together.
On the one hand, the site features news articles about The Way Forward’s operations, projects, and broader industry initiatives. Each article includes a clear call to action, allowing visitors to easily get in touch with the appropriate contact person within the organization.
On the other hand, a documentation hub was created where all relevant documents and videos are grouped by project. Visitors can easily download these and, after filling out a form, automatically receive a download link via email.
All forms on the website are linked to MailerLite. When visitors indicate they want to stay informed, they are automatically added to the appropriate mailing list. This not only ensures smooth follow-up but also provides The Way Forward with valuable insights into interest and engagement regarding their projects.
All forms on the website were integrated with MailerLite. Visitors who indicate that they want to stay informed are automatically added to the appropriate mailing lists.
Kinamo was also responsible for setting up the MailerLite account, handling the technical configuration, and designing email templates in line with the website’s visual style.
When the website launched, we actively promoted newsletter sign-ups. Thanks to the integration with the website, this resulted in rapid growth in the number of high-quality leads.
As part of the project, Kinamo developed a consistent visual style for The Way Forward, building on the existing logo.
The corporate identity aligns with the context in which the organization operates: a professional B2B environment within the port, with a strong focus on collaboration and digitization.
The visual choices support that positioning:
The result is a recognizable and coherent visual identity that is widely applicable, from the website to email and other communication channels.
Thanks to the smooth collaboration with the team at The Way Forward, Kinamo was able to quickly develop a well-designed and scalable digital platform. Upon delivery, The Way Forward received not only on-site training on how to use their website but also a user manual so they would always have a resource to fall back on if questions arose later. This manual is updated whenever new features are added or if additional questions arise.
Today, The Way Forward has:
Since the launch, we’ve seen steady growth in website usage and a strong influx of new newsletter subscribers. The open rates for newsletters sent using templates we created are also higher than average. The team at The Way Forward also let us know that they’ve already received a lot of positive feedback on both the look and functionality of the website.
A website that you can easily manage yourself after it’s launched, along with a user guide you can always refer to?
Then you’ve come to the right place.
What’s more, we do more than just build websites. Whether you need a new brand identity, advice on email marketing, or help setting up a tool like MailerLite, the Kinamo team is here to help.
Contact us today and give your business the digital boost it deserves.
