Edison Parking Corporation, Inc.
Strategic print and conceptual design for targeted marketing and promotion to rebrand this B-B client and help them attract business from new clients.
About the project
Project Overview
In the mid 1990s, Edison Parking Corporation wanted to create a new brand identity. Famous for its Edison Park Fast parking lots across the tri-state area as well as for its Manhattan Mini-Storage, Edison Parking wanted to update their look and position themselves as a leader in the parking industry – which they were.
RoleS
Art Director, Lead Designer, Brand Identity, Creative Director, Director of Photography (DP), Production Supervisor, Printer Liaison, and Project Management.
Team
Christine Hauck, Lead Designer, Art Director, Director of Photography (DP), creative and account team headed by Angie Chow.
Key Projects
My goal for each design project was to make parking and ministorage exciting – a place where you’d want to park your car or store your furnishing and important items. To that end, I introduced new designs and concepts for Edison Parking’s R•E•D Carpet and Airpark parking programs and, for its ministorage division, Manhattan Fine Art Storage. I created strategic marketing pieces with fresh conceptual thinking and strong graphic design in innovative foldout formats that stood out amid direct mail clutter.
Edison Parking Capability Brochure
For Edison Parking Corporation, I designed a capability brochure to help them gain new corporate clients, and which could also be used to represent their interests in the State Legislature. I positioned Edison Parking as an innovator in its field and the owner of Manhattan Mini-Storage, Manhattan Fine Art Storage, R•E•D Carpet and Airpark parking programs.
My goal was to make parking and storage, which some may find unglamorous, fun and exciting. I did this through my design and execution. Using a car concept to identify each section, I presented Edison Parking Corporation as being an innovative parking and storage corporation with its own engineering and re-engineering departments, signage, and uniforms.
Edison Parking Manhattan Fine Art Storage
For Edison Parking’s Manhattan Fine Art Storage business in Soho, New York City, I designed a direct mail piece and an ad campaign.
To capture the imagination of artists and art gallery owners alike, I created a two-in-one, die-cut direct mail piece that resembled Edison Parking’s Fine Art Storage space. I combined innovative photography with pen and ink to illustrate the idea of showing or storing your artwork in one place, Edison Parking’s humidity and climate-controlled Fine Art Storage space.
Edison Parking Airpark Direct Mailer
For an Edison Parking Airpark direct mailer, I designed a fold-out direct mailer with a plane on the Airpark runway. The Airpark mailer held the Airpark discount card and an insert listing all the retail stores and services at the airport where the card could be used.
R•E•D Carpet Card Program direct mailer
I designed a theater-themed direct mailer for Edison Parking’s R•E•D Carpet Program, a discount parking program for entertainment in NYC. The bifold mailer included: a R•E•D Carpet Card offering parking discounts at R•E•D Carpet Card NYC locations, preferred entry, and discounts tied to NYC entertainment.
Results
Outcome
The Edison Parking Corporation capability brochure resulted in more business for my client. This brochure was used to represent them in the State Legislature and in Washington, D.C. It helped reshape Edison Parking’s image in the parking industry and it went into multiple reprintings.