Parking issues aren’t unique to downtown Pensacola, Florida, but it’s an issue that was growing bigger as the district became more and more vibrant, with record visitors, new development and residential growth. When the City of Pensacola selected a new partner to manage its mobility platforms, one of the key tasks was to launch a new parking app, and Ideawörks was tapped to develop a branding and public education strategy to ensure that the launch would go off as seamlessly as possible. The new brand, PARKPensacola, leveraged a mix of the City’s brand colors with the addition of bold, high contrast colors that would work to bring legibility and easy recognition to new signage, decals and marketing materials.