Branding / Digital / Exhibitions
The Parkare Group, consisting of Mabyc, Ibersegur and now Alfia, is one of the leading manufacturers of car parking automation, revenue control systems, and pay and display machines.
Following the transfer to Parkare, we were asked to review the whole approach to their marketing, and to look at how the Parkare identity could be integrated with Alfia’s.
At Creation I worked on a big re-brand exercise alongside an overhaul of their marketing strategy.
Parkare wanted to drop the Alfia name but felt that should be a progression not a single change, therefore over a period of years we have moved the design of the marketing materials, firstly incorporating the strong brand colours and logo but moving these to the Parkare brand in time.
Launching a redesigned website, designed to spark conversations, not push products. The new ‘Opinions’ section will see Parkare people commenting on bigger parking and planning issues, engaging with the issues that everybody faces.
The new look and approach was unveiled at the Park-Ex Parking Systems Show at the NEC.
Changing the focus from selling products to engaging people underpins all the work we’re doing with Parkare.
The design of the stand reflected this change, and made it unique in a Show that is traditionally heavily technical and product focused. The centre of the Parkare stand was a seating area, encouraging conversations and real one-to-one engagement.
Parkare are very pleased with the new direction. The Show was ‘the best yet’ and the platform we’ve created for them to engage more with clients and potential clients gives them a powerful stage to develop their business.