Uptown Station

  • Branding
  • Film
  • Interactive

A beloved centerpoint.

For over 80 years, this 400,000-square-foot building has played its part in the ongoing evolution at the heart of Oakland. To serve a new generation of innovators, Allis crafted Uptown Station to be as unique and authentic as its location.


Lane Partners



Brand Strategy

Fear of gentrification made authenticity crucial. The brand took inspiration from its storied location, gleaning even its name from the BART station below.

The results

Tech-giant Uber bought Uptown Station for $123 million, spurring an unprecedented shift in Oakland’s perception as a corporate headquarters destination in the Bay Area.

More work