ABL

The Alameda Beltline was created as a neutral third party to optimize freight mobility along the Alameda Corridor — the critical transportation link connecting the San Pedro Bay ports to inland distribution hubs across Southern California and the nation. A joint venture between BNSF Railway and Union Pacific Railroad, two of the country's leading Class I railroads, ABL needed to establish itself as a credible, independent entity capable of earning the trust of both parent companies and the logistics industry at large. I built the brand from scratch, working directly with CEO Martin Yarnall throughout the engagement.