Challenge

Passport came to us with a brand built around parking at a moment when their ambition stretched far beyond it. Their logo, language, and product story no longer reflected the breadth of what they offered, from payments to enforcement to citywide transportation solutions. They needed an identity system that could grow with them and still feel recognizable to users in cities across the world. On top of that, their website had become a patchwork of updates that didn’t reflect their momentum or the sophistication of their platform.

Solution

We started with brand strategy, clarifying how Passport should talk about itself and who it serves. From there, we built a bold visual system centered on a city grid, with a single dot representing the individual navigating it all. Each product icon was designed to fit within this system, giving every application its own personality while maintaining a shared structure. A new color palette helped distinguish their segments without losing cohesion, and the updated app icon became instantly recognizable from Asheville to Boston.

On the digital side, we designed and developed a full marketing site with more than seventy custom components. The build included a resource library, an integrated lead gen funnel powered by Marketo, and both B2B and B2C pathways tailored to their audiences. We also created a white-label site generator on WordPress multisite, enabling Passport to power more than thirty branded product sites with ease. The partnership has grown over five years, working closely with Bob Youkam, Kristian Guettieriez, and the internal design team to support the brand as it expands into new territory.