Link Logistics – Rebranding a Portfolio Powerhouse

Challenge

Link Logistics, a newly formed entity under Blackstone, needed to go to market quickly with a fully realized brand. At launch, the company only had a logo and a LinkedIn page. The company lacked voice, visual identity, digital presence, and internal brand cohesion. The challenge was to transform Link from a name on paper into a recognizable, competitive player in the industrial real estate market.

Role & Strategy

As Associate VP of Marketing, I executed the full-scale brand build. My role encompassed visual identity, messaging, internal engagement, and external awareness. With a lean in-house team, I partnered closely with Essen (branding agency), regional operations, HR, and executive leadership to define Link’s personality, create scalable assets, and roll out the brand across 30+ regions.

We didn’t just launch a brand, we built a culture around it.

Tools & Collaboration

Adobe Creative Suite · Asana · PowerPoint · Regional Ops · Human Resources · External Vendors

Visual Identity & Guidelines

  • Introduced a complete brand system, including a refreshed logo, typography, signage, and iconography

  • Designed digital and print collateral templates for regional customization

Web & Digital Presence

  • Launched the first Link Logistics website with a modernized, competitive look

  • Integrated strategic messaging and UX that reflected Link’s tenant-first mission

Internal Activation

  • Created a brand store with company swag and signage packages

  • Worked with HR and Operations to design branded experiences for employees and tenants (e.g., Property Manager & Tenant programs)

Campaigns & Collateral

  • Developed micro-sites and tailored marketing content for regional assets

  • Built pitch decks, brochures, and presentations for brokers, tenants, and investors

Results & Impact

  • Executed a fully realized brand in under 12 months

  • Enhanced market credibility and differentiated Link from legacy competitors

  • Increased brand pride and internal advocacy through creative engagement

  • Built scalable systems used by teams across the country