Edison ParkFast

Overview: Edison ParkFast relies heavily on brand awareness and a seamless digital experience to serve thousands of New York City and New Jersey commuters daily. As art director for the brand, I ensured continuity across marketing channels while looking for new ways to engage the customer through clever headlining.

My Role: Art Direction, Graphic Design, UX, Copywriting

Brand Standards: I was tasked to refine the existing logo and create additional variations, including black and white and horizontal lockups, which hadn’t existed before. (Though some of the pieces I’ve included here won’t reflect that newer logo since they were created beforehand.)

Copywriting: Good marketing begins with good writing. So, when it came to some of our most important OOH, digital, and printed materials, the team looked to me as the primary copywriter for the brand.

UX: With most customers opting to pay with their phones, it was imperative to adopt a mobile-first approach in all front-facing digital applications. I was involved in the strategy and UX of both their website and on-site touch-screen payment kiosk. Visit Website

Signage: In addition to day-to-day signage requests, I was involved with a complete redesign of the multi-level parking facility adjacent to the Hippodrome Building in Midtown Manhattan. The signage project is still ongoing to accommodate the logistics of such a massive operation at one of their most profitable locations.