Look again at the ultimate grudge purchase

Spott by Wilson Parking

2026

Brand identity
Strategy
Digital product
Website
Campaign
Packaging
Motion
Editorial
Spatial & retail
Service design

How does a car park behave like a destination — when nobody wants to be there? Parking is the ultimate grudge purchase: you pay too much, forget where you left the car, and leave hoping never to return. It's a category built on sameness. Wilson Parking, Australia's biggest operator, didn't need a better logo, it needed a brand that changed how parking behaves: easier to book, easier to pay, easier in and easier out.

Golf-themed poster with an eyeball as the ball beside a blue flag: 'Under par game. Above par parking.'

Poster drawn as tennis court lines, eyeball as the ball: 'There's an Open Spott waiting'

Street hoarding of four Spott posters, from 'Love at first Spott' to 'Park like nobody's watching'

Spott app onboarding screen explaining QR-code gate entry, with a green comic-strip illustration

Phone in a green leather bag showing parking timer widgets, cartoon eyeball keyring on the zip

Illuminated bus shelter poster at night: 'Prepay online to save time and dimes' in black on green

Green flyer tucked under a windscreen wiper, oversized eyeball graphic and QR code for Spott

Blue social card with an eyeball hourglass explaining that Spott users pre-pay for their parking

Spott app icon on a phone home screen: a white cartoon eyeball on a rounded green tile

Four Wilson Parking Instagram posts in green and blue, using eye pins, cartoon cars and photography

Green typographic frame reading 'Love at first spott', the o drawn as a looking eyeball

Car park wall painted green with 'More spotts right this way' wayfinding type and a blue arrow

Poster where a framed QR code becomes a face, an eyeball standing in for one corner marker

Digital screen in a car park showing a green cartoon car and 'See you next time Spotter!'

Bumper stickers on a blue car reading 'Honk if you're looking for a park', beside a 5POTT1 numberplate

48: Spott-enabled assets across five cities
81%: of Wilson Parking's online earnings via the app
Up to 20%: off with dynamic pricing for Spott users
#1: highest-rated parking app on the App Store

More work

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Social post system for All Blacks and Black Ferns: player cards, scores and schedules

Lift-lobby screen poster inviting fans to All Blacks and Black Ferns training clinics

Tote bag carried under an arm, fading black to purple, reading "You look good in black"

McGrath FoundationCare for all cancers

Get in touch

hello@re.design

How does a car park behave like a destination — when nobody wants to be there? Parking is the ultimate grudge purchase: you pay too much, forget where you left the car, and leave hoping never to return. It's a category built on sameness. Wilson Parking, Australia's biggest operator, didn't need a better logo, it needed a brand that changed how parking behaves: easier to book, easier to pay, easier in and easier out.