Canadian Shipper


IWLA announces refreshed brand, website

DES PLAINES, Ill.–IWLA, the trade association for the warehouse logistics industry, has unveiled its 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 ( 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,” he said.

“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.

The new IWLA website, 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, said the association. 

“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.”

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