ParkBOI

A New Brand for Downtown Parking

To enhance public awareness about the ease of parking downtown, Oliver Russell created a parking brand that united parking garages with on-street meters. Now drivers see how simple it is to park downtown, there’s a lot more love on the road.

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The Challenge

Public parking in downtown Boise is managed by a variety of public and private entities, including Capital City Development Corporation (CCDC) and the City of Boise. Last year, the two entities came together to raise awareness and create a fresh and dynamic brand identity for the public parking system. That’s where Oliver Russell came in.

The Solution

Following a strategy session with the client, our team used comprehensive research findings to develop a purpose statement, values, personality, name, and logo for the new brand. Once these components were in place, we designed new meter head decals to make the parking process easier for drivers. We also simplified the payment instructions and used our new color palette to help drivers quickly identify hour limits for each meter.

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Meet the clients

Craig Client
Craig Croner, Manager of the Administrative Services Division, City of Boise

Craig Croner, Manager of the Administrative Services Division for the City of Boise, has been with the City since 2008. In his capacity as manager, Craig oversees the Office of City Clerk, Parking Services, Print & Mail Services, Licensing and Enforcement Services, and Fleet Services. In his leisure time, Craig, an Idaho native, enjoys fishing, cooking, and working out at the gym.

  • Who inspires you? My family & co-workers
  • What would you eat for your final meal? A Porterhouse Steak (medium rare) with garlic butter, Brussels sprouts, complimented with a nice cabernet, and for dessert… Bananas Flambé 
  • What’s the best advice you’ve received professionally? You don’t always have to be right, and to inspect what you expect.

ccroner@cityofboise.org

Max Client2
Max Clark, Parking & Facilities Director, CCDC

Max manages the physical assets that are owned by CCDC. This includes six public parking garages in downtown Boise, in addition to N. 8th Street, The Grove Plaza and several other structures and parcels of land. He’s also responsible for installation and maintenance of many sidewalk amenities and the cleaning of most downtown streetscapes. Max and CCDC are dedicated to the development of public parking structures and with improvements that increase the efficiency of existing public and private parking facilities, to support downtown businesses and redevelopment of surface parking.

  • What is the first concert you ever attended? Neil Diamond, mid 60’s. 
  • What did you think you were going to be when you grew up? Professional football player.
  • What’s the best advice you’ve received professionally? Do your  homework. There are no shortcuts.

mclark@ccdcboise.com

More about this project

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  • Purpose Statement

    Our purpose is to optimize the dynamic nature of parking by providing more choices for the benefit of all

    Values

    Customer Focus, Operational Excellence, Innovative Technology, Safety and Cleanliness

    Personality

    Smart, Positive, Friendly, Creative

    The Logo

    The most user-friendly option was to start with the parking symbol most of us are already familiar with—the iconic “P” in a circle. This way we minimized the learning curve that comes with introducing a new brand to the public.

    The logo primarily needed to work as parking garage signage, which meant a vertical orientation was ideal. It also needed more compact variations to fit on meters and wayfinding signs with limited space. 

    Why black and white?

    The ParkBOI logo is timeless in black and white. It’s immune to fluctuating color trends and provides 100% color contrast for distracted drivers. We paired the black and white with a friendly, upbeat green accent color to stand out among the sea of brick and concrete in downtown Boise.

    To differentiate between on-street parking zones, we developed a secondary color palette of orange, orchid, and aqua. These colors are bright and noticeable, but also steer clear of colors already associated with transportation such as red, yellow, and ADA blue. 

    Putting the branding system to work

    Once we had the key brand components in place, we then designed new meter head decals to help make the parking process easier for drivers. We simplified the payment instructions and used our new color palette to help drivers quickly identify the hour limit for each meter.

    Maintaining branding consistency in the future

    To ensure that the brand is executed consistently in the future, our final step was to develop a brand book which includes the foundation elements and brand messaging, and clearly identifies guidelines for using the different logo forms, colors, and fonts that make up the ParkBOI brand.

    Do you need some help crafting your brand? We’re here for you—drop us a line at info@oliverrussell.com or 208-287-6543.

    I like the way you work.

    Let's Talk.

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    Please enter your last name.
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