Nuovo Parcheggio Station is located opposite Bologna's new high-speed rail station. Previously known as ‘Parcheggio Carracci’, the car park operators wished to exploit the opportunity presented by the new high-speed line to attract rail users and make the car park their obvious choice.
Steer was commissioned to develop a name and visual identity to improve the car park's visibility and position it for the new target audience. Our team developed the ‘Nuovo Parcheggio Stazione’ name and visual identity, and a marketing campaign focused on communicating the car park's key features: a convenient, easy, affordable and well-connected option for interchange.
The new brand was applied to the car park environment, inside and outside the building, through a unified signage and environmental graphics system.
The car park doubled its revenue in the first year after the launch of the re-brand.
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