Huber Parking — A new brand for an enabler of future mobility
Quick Read
Mobility is one of the fundamental prerequisites for the free development of individuals. Essential for user-centred mobility are transitional spaces that enable the smooth organisation of both individual and collective transport. Car parks, or—using the modern term—mobility hubs, play an enabling role in this regard. Huber has specialised precisely in this area. To make this unique position stand out and be experienced distinctively in the European markets, as well as to strengthen it internally, we have strategically and visually integrated the companies under the Huber Parking umbrella into a strong, unified brand.
Customer Challenge
Huber — having grown into three companies with an international presence over more than 30 years of success — is exclusively active in the car park business, covering the entire value chain: from consultancy and development to design, planning, and construction, through to maintenance and operation. The future topics of sustainability and digitalisation add further complexity to the demands for long-term, effective solutions. It is high time to position Huber more prominently on the international stage, with a clearer focus both on the diverse target audiences and its competency profile. We have supported Huber intensively through all strategic questions.
Solution
In the first step, the corporate strategy was sharpened: business model, strengths/weaknesses, market positioning. On this basis, we revised the brand architecture with the aim of enabling a unified sender identity. To achieve this, the nomenclature was further developed towards an overarching naming system. In further workshops, we collaboratively defined the personality of the future new brand: we formulated the brand’s drive, character, and performance, as well as its heritage and vision. Subsequently, we developed a completely revised brand design in accordance with the defined brand personality, including the logo, sender behaviour, typography, visual language, and more.
Insight & Impact
The three companies are now presenting themselves for the first time as what they have essentially long been: an integrated, expert service provider. Their self-image has been significantly sharpened and visually translated into a precise, clear, and modern appearance. The internal launch of Huber Parking took place at the company’s Christmas party in December 2023 and was accompanied by presentations, talks, interactive activities, giveaways, a film, and an internal publication (the brand compass). The feedback from employees regarding identification and motivation was overwhelming. In addition, together with Huber, we completely redeveloped the main contact point of the website both in terms of content and design: what were previously three rather compact websites became an integrated online brand presence with substantial subpages covering expertise, services, references, and the company itself.
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Sigmund Perner
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