Project

LA Express Park – Los Angeles, CA

For the City of Los Angeles Department of Transportation, branding and marketing work was developed for LA Express Park, a first of its kind demand-based parking program that uses dynamic pricing to help drivers find parking more quickly. The project began with the development of the brand name “LA Express Park” and complete brand identity, creating a modern, accessible image for this pioneering technology program. The brand needed to communicate the benefits of the system; easier parking, reduced congestion, and smarter parking management, in a way that would be immediately understandable to Los Angeles drivers and visitors. An introductory campaign was created to launch the program, educating the public about how demand-based parking rates would actually make it easier to find open spaces by reducing the time spent cruising for parking.

The work extended beyond initial branding to include on-street signage that integrated seamlessly with the city’s streetscape, guiding drivers to available parking and explaining the dynamic pricing system. A website was designed and developed to provide real-time parking information, allow users to find open spaces, and explain the program’s benefits. As the pilot program proved successful and expanded from its initial Downtown location to Westwood, additional marketing materials and press events were created to introduce the service to new neighborhoods. The press event in Westwood helped generate public awareness and media coverage, while ongoing community meeting materials supported public participation and feedback throughout the program’s expansion.

Services Provided

• Brand name development (LA Express Park)
• Brand identity design
• Introductory marketing campaign development
• On-street signage design and implementation
• Website design and development
• Real-time parking information systems
• Press event planning and coordination (Westwood launch)
• Community meeting presentation materials
• Public education campaign
• Dynamic pricing communication strategy
• User information materials
• Expansion marketing support
• Digital and print collateral design
• Stakeholder communication materials