Wilson Parking is the biggest player in parking but, in a competitive industry, how could it maximise patronage at under-performing locations and off-peak hours?
Usage figures showed that the public got the value of parking during business hours. We needed to demonstrate that parking improved their weekend and night-time experience just as much. We could do this by spotlighting unique benefits offered by specific under-performing locations. Wilson Parking also had existing products that, if showcased better, could prove parking was often better value than public transport. To communicate this, we also needed to develop an “ownable” look & feel that could be implemented across multiple campaigns but still be distinctively Wilson Parking.
We designed this stylish look to be easily customised for different campaigns. A striking, unexpected hero image was combined with a quirky headline, creating a disarming, human tone to help shift consumer perception of parking from a hassle to a help. A dotted line element suggests how Wilson was part of your bigger journey, working hard to get you where you really want to be, while prominent red reinforced the brand recognition.