Alabama Port Authority launches new MAX initiative
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The Alabama Port Authority has launched a new service platform called Mobile America Express (MAX) as part of a rebranding initiative designed to strengthen the port’s role in the statewide economy.
The new MAX initiative and logo will serve to emphasize not just the Port’s strengths but the entire state’s advantages in logistics, developable properties and workforce capabilities.
“Our responsibility is not limited to the waterfront in Mobile. We are Alabama’s port — serving all 67 counties — and our infrastructure supports economic opportunity in every corner of our state. This new focus highlights our strongest assets – the deepest port in the Gulf, unparalleled connectivity through rail, highways, and inland waterways, and a workforce that can surpass businesses’ needs today and in the future.”
Doug Otto, Director and CEO of the Alabama Port Authority
The branding evolution includes:
- Refreshed visual identity + logo
- Unified brand architecture that clarifies the relationship between the Alabama Port Authority and the Port of Mobile
- Fully redesigned website that better supports customers, partners and communities statewide
Mobile America Express
At the center of the rollout is a new service line called the Mobile America Express, or MAX, that organizes the Port’s multimodal capabilities into a single, coordinated platform.
MAX connects deep-water access in Mobile with rail, inland waterways, highways, airports and intermodal facilities extending into the state and beyond.
“Through five Class I rail connections, the inland waterway system, air connections, and the convergence of Interstates 10 and 65, Alabama’s port system provides businesses across the state with competitive access to global markets. That connectivity strengthens rural exports, supports advanced manufacturing, attracts distribution investment, and reinforces Alabama’s position as a logistics leader in the Southeast.”
Alabama Port Authority
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