Pango, the popular parking app, expanded its payment services to related products such as refueling, car washing, etc., on its way to yet another future expansion. Pango’s users had not internalized the change and the brand was unable to expand its market share through its additional services. OPEN and Pango set out on a challenging journey – establishing a market foothold for the brand’s additional services. The objective: to detach Pango from its automatic association: Pango equals parking, and to expand its market share.
We set out on a lengthy strategic process to extract the Pango brand essence and to increase awareness regarding its additional and future applications. The breakthrough was achieved through an experience we all know so well: the joy-sparking satisfaction we experience each time the gate opens simply by controlling it through an app. That experience is the essence of Pango which the brand aspires to offer in as many ways as possible via different applications.
The promise at the heart of the identity we’d built for the brand – the Fast Lane – reflects the brand’s point of view: simplifying the journey for its users trying to get from point A to point B, regardless of whether Pango users are in their car, using public transportation or riding an electric scooter, parking curbside or in a parking garage, using toll roads, refueling, or washing their vehicle.
The promise at the heart of the identity we’d built for the brand – the Fast Lane – reflects the brand’s point of view: simplifying the journey for its users trying to get from point A to point B, regardless of whether Pango users are in their car, using public transportation or riding an electric scooter, parking curbside or in a parking garage, using toll roads, refueling, or washing their vehicle.
As a first step, OPEN reorganized the logo and its set of supporting icons. We updated and expanded the color palette associated with the brand to encompass a broader range of shades to achieve updated aesthetics and visibility.
As a first step, OPEN reorganized the logo and its set of supporting icons. We updated and expanded the color palette associated with the brand to encompass a broader range of shades to achieve updated aesthetics and visibility.
We then created a series of animated characters to represent the different applications and implement the new brand identity, expanding Pango’s service portfolio from parking to a complete range of on-the-road services and applications. We gave the characters a lighthearted, inviting human vibe to convey the message to users – Pango has a full range of services, with which you will become familiar over time.
Following the launch, app usage increased dramatically across all available services.
We then created a series of animated characters to represent the different applications and implement the new brand identity, expanding Pango’s service portfolio from parking to a complete range of on-the-road services and applications. We gave the characters a lighthearted, inviting human vibe to convey the message to users – Pango has a full range of services, with which you will become familiar over time.
Following the launch, app usage increased dramatically across all available services.
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