PayByPhone’s technology and features set it apart from competitors. However a more emotional and empathetic brand experience would help bring this to life.
The PayByPhone logo had equity with consumers, so the challenge was to surface the latent personality and build a brand around this.
Paying for parking takes up too much time, interrupting where people need to be, or what they’re doing. They spend too long in ‘parking mode’, creating unnecessary anxiety long after leaving the car.