Cello, formerly known as Cellopark, faced a challenge: to showcase its expansion from a mere parking app to a comprehensive platform of transportation solutions. Competing against other dominant players, Cello needed our help to reinvent themselves as a dynamic, modern, and relevant brand in the market.
Central to our strategy was the concept of Cellopark being more than just a parking app. The first step of the brand transformation was changing the name from “Cellopark” to “Cello,” a catchier name that would not only resonate with more users but also open possibilities beyond parking services.
In a market crowded with similar offerings, we pivoted on a unique insight: “The wisdom of parking.” This concept positions Cello as a brand that deeply understands and simplifies the parking and transportation experience in its entirety and will take you where you need to go with ease.
Our approach redefined Cello’s narrative to address the common frustrations of parking. The evolution of their narrative was based on an understanding of behavioral insights and customer needs for a fast, simple, and fluid parking experience. Cello aims to alleviate headaches that come with transportation, so that you can spend more time on what’s really important in life.
Cello’s new logo encapsulates their ethos in a minimalist yet expressive design. The intertwined “c” and “e” symbolize the brand’s fluidity and ease of use, while the accented “o” signifies ongoing innovation and service continuity.
The visual identity illustrates how Cello weaves into the routines of users and accompanies them at different moments throughout their day. The visual language was designed to convey a sense of someone looking out for you, handling the inconveniences associated with parking and transportation.
In extending Cello’s brand language into motion design, we captured the essence of fluidity, ease, and continuity that defines their service. The engaging motion graphics reflect Cello’s smooth and intuitive interface, echoing the brand’s core values.