IDENTIFYING THE BRANDS PROBLEM
Bílastæðajóður, or Reykjavik´s “Parking Space Found”, has a huge customer base but even bigger customer perception problem. What they needed to do is move from being too corporate to a brand that people really want to use and not just one they´re forced to use.
The blue color they’d used throughout their history inevitably came across as too bureaucratic — so our idea was to “open” the brand up to the main colors of the spectrum, since they were already in use in small areas of the brand (mainly to mark the 4 different parking zones). These colors related better to customers by expanding the visual range of tones and feelings.
By doing this, Bílastæðasjóður, creates a visible commitment to connect to their customers better by moving from a faceless government entity to a more personal, accessible brand.