Park Forward.
Creative Brief
The Parking Lottery is a speculative identity system project with the intention to persuade an audience regarding a particular issue. The issue I decided to tackle was the excessive floor space required to build parking lots, combined with their permanence & stagnancy, lending them to be ineffective as a form of urban planning.
Many people don’t realize that the floor space required to build parking lots in the US is insurmountable. Collectively, we could fill up the state of West Virginia with all of the parking space in this country.
Parking lots are permanent. And because of how much space they take up, they inherently become social barriers that have pushed communities away from one another. And if you live in a suburban neighborhood, which accounts for 52% of the U.S, you are more likely to have been affected by this distancing away from a potential neighbor or friend.
The solution I came up with was The Parking Lottery—a collaborative effort, in which businesses with parking lots pair up with the activist group to organize events during the parking lot’s off times, in order to bring these separated communities back together, all while repurposing land. Your business can enter the lottery for a chance to be picked to host a weekly event.
Research
Before I started, I needed to familiarize myself with the language of parking lot design. Sometimes beautiful, sometimes headache inducing, understanding the elements of parking lot design was necessary before I could consider reimagining it.
Different ways of circulating traffic in parking lot design:
Process
I began to play with these elements to see how they could be transformed as well as to figure out which direction to take. Typographic and geometric explorations shown below.
When I started making parking lot patterns & signs for potential events, I realized that one of the main reasons no one cares about parking lots is because of their dull and dark concrete color palette. I started using bold, bright colors in order to foster excitement.
Color Scheme: Adding Saturation
Developing TPL Logo & Tessellations
Following my previous process, I used the parking lot rectangle as a module to create the letters TPL for my mark, then treating the logo as a pattern itself to tie it back even more to the subject matter.
Final Marks, Color Schemes 1 & 2
System
My identity system operates by using the familiar aspects of parking lot design, but reconfiguring them and assigning them to a bright color palette.
Color Scheme 1
Color Scheme 2
Applications
Signs
Website
Billboards
Motion Graphics Exploration
Barricades
