Naming & Branding

The brief

Operating as Town Centre Car Parks, this leading car park operator had been operating for several years with great success, with sites in London, Leeds and Manchester. The company had plans for rapid growth though, with new sites planned in Central and North London, and they needed a new brand that would enable them to compete, and to become a household name.

Our approach

Our brief was to create a brand that customers could recognise as a provider of safe, cost-effective and convenient parking. The new colour palette references where the brand has come from, so as to not alienate old customers, but renaming to CitiPark and the creation of a contemporary, simple identity moves the brand on and provides stand-out in an increasingly congested marketplace.


The new identity has been rolled out onto their flagship multi-storey car park, Leeds Merrion, with great success and a second site is following close behind. A new website and printed collateral have also been produced. CitiPark’s Managing Director Ben Ziff commented on thinking behind the rebrand: “The new CitiPark brand will tie in closely with our focus on industry-leading technology, first class customer service and improvements in energy efficiency.”