When the nature of your job is facing general-public–disapproval and anger, how do you create a brand to help curb some of the hatred and show your service-oriented attitude? Parking Rangers needed help to shift public perception to being more approachable and friendly, without appearing weak—rules are rules, after all.
No more, "hiding in the bushes," this tactical brand strategy is about being open, bold, and clear. With a bold color palette, a clean website design, new messaging, and simple collateral, Parking Rangers is changing their outlook to be more serviceable and friendly.
Parking Rangers is a parking enforcement services company.
One way we discovered we could build up the service mentality was on the website. Looking at the user journeys, the website needed to serve three goals: citation appeals, permit purchasing, and information about the lots being serviced.
To be more approachable, we put the citation appeal form right on the home page. This way customers won't have to waste any time in finding where they can make their case. The other CTAs all go to the most viewed pages—purchasing permits/passes and getting information about lots.
One new feature was introduced as well: A card on the home page entitled, "Where can I park?" This new page will use Google Maps to help customers find the correct parking lots or garages using their GPS. They expect this feature to become a prominent point of customer delight.