Whiteboard partnered with BrightBase Management, a new parking management venture founded by the grandson of what is now Republic Parking Services. With over 50 years of combined experience, the BrightBase team serves the Chattanooga area with distinctive southern charm that is both wise and welcoming. The challenge was creating branding that reflected the expertise and insight of decades of management experience while capturing the loyal, neighborly essence expected of a local Chattanooga entrepreneur's venture. We guided the company through both naming and complete identity design. The typographic logomark subtly connotes driving lanes and parking lines while maintaining high legibility. The accompanying website features intuitive navigation with bold buttons and simple drop-down menus designed to be so instinctive that users could navigate while driving, though we don't recommend it.