Toronto Parking Authority

Improving the customer experience for a major parking operator

Steer developed a refreshed visual identity and a comprehensive vehicular/pedestrian information system for the Toronto Parking Authority, which operates 22,000 spaces at 250 facilities across the city.

TPA’s new wayfinding strategy prioritizes the customer’s experience, providing consistent information and brand expression from pre-journey planning tools through to the on-site parking environment.

The multi-faceted strategy includes architectural interventions to highlight and clarify entrances, and a scalable signage, lighting, and graphic packages to improve circulation and legibility of the parking environments.

New digital space finders and dynamic signs improves the provision of information to customers, and provides operational flexibility to display adjustable rates and other up-to-the-minute information.

TPA’s bold, new visuals and information system marks a generational refresh for the brand, and differentiates TPA from other parking operators. Steer is currently working with TPA to implement the strategy at multiple parkade sites.

Client: Toronto Parking Authority

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