brand case study

Airport parking transformed


Nucleus was engaged by this travel tech start-up in late 2022, whose vision is to transform the airport parking business model. 

Their mission is to help parking operators improve efficiency and profitability by removing every point of friction in the retail customer’s airport parking experience via a specialist airport parking location / traffic flow app, incorporating useful functionality such as drop-off / pickup driver location tracking, shuttle tracking, time to terminal, parking price comparison and other added value services.


Initially, Nucleus was engaged to position the new brand and articulate the B2B value proposition to its airport operator and parking operator partners around a central proposition of removing friction from the airport parking business model. 

The company’s longer-term strategy is to create a best of breed airport parking automation platform, to include online booking, price comparisons, vehicle tracking, security queue times, flight status and other ‘killer’ features.

As the only tech company focused on the sector, we proposed that their brand promise was, simply summed up as ‘airport parking transformed’.

Nucleus then created the brand name, identifying a number of naming themes that supported the tech-savvy, transformative, data-driven service offering. Our preference was for a short, highly distinctive and memorable name to differentiate the company from the current set of aggregators and airport operators in a crowded market that is ready for disruption.

The agreed name – PRKD – meets every aspect of our brief, providing the business with a name that communicates its ambition in a consumer friendly and engaging way.

We then created the brand design and developed a brand toolkit to assist the client’s software developers with app UI / UX development. The graphic concept defines a ‘parking space’ around the logotype, and this motif has been extended into other aspects of the brand system, used in coordination with photographic imagery, always seen from above. A repeat pattern created from mobile frames is also part of the design system. The bright orange and yellow colour palette creates a strong visual statement which supports the brand in both B2B and B2C marketplaces.


PRKD is due to launch in late 2023 / early 2024.