A Brand Refresh with Purpose featuring PIKEPASS
By MOJO Creative Digital • January 15, 2025 • Website Design
Category
By MOJO Creative Digital • January 15, 2025 • Website Design
By MOJO Creative Digital • January 15, 2025 • News, Website Design
The Oklahoma Turnpike Authority (OTA) has heavily invested in initiatives to improve the safety of their toll roads and the overall tolling experience. Part of this initiative was moving to all electronic tolling in which PIKEPASS was vital.
PIKEPASS wanted to convey its vision and ensure a successful transition to all electronic tolling but knew their old website and branding colors were not in alignment with their efforts. So, they partnered with MOJO Creative Digital to design a better brand and website experience to reflect their new identity.
Their plan was for PIKEPASS to undergo a brand refresh as part of the move to all electronic tolling to not only symbolize their new initiatives but also to create a better user experience for PIKEPASS users. This brand refresh consisted of a redesigned PIKEPASS logo and a new launch of pikepass.com.
PIKEPASS has had an established presence for over 30 years but customers no longer resonated with the brand imagery and the website had a poor user experience. This poor experience and disjointed navigation would prevent PIKEPASS buy-in from drivers and lead to unhappy toll road drivers.
In order to reach their goal of improving safety through the use of all electronic tolling, PIKEPASS would need to refresh their brand and create a brand new website that was easy to navigate, allowed for easy access to payments and information, and offered an exceptional user experience.
The PIKEPASS team recognized the need to deliver greater value to drivers, understanding that a mere cosmetic update wouldn’t suffice. Fortunately, MOJO Creative Digital’s expertise is in optimizing the user experience.
Pikepass.com received an improved look and feel, but more importantly, it was redesigned in a way that offered an improved user experience. The website now offers improved navigation and is mobile-friendly. Additionally, information is easily accessible and it offers interactive content like the toll calculator to plan trips for OTA drivers to get more value out of their PIKEPASS experience.
PIKEPASS understood that a logo is more than pretty colors. It symbolizes the product it represents. MOJO Creative Digital’s redesign of the logo was not just a fresh take on an old symbol, but a refreshed view of what PIKEPASS has become.
Gone is the red that so many identified as vehicles stopping at cash toll booths. The new logo is a deep blue that transitions to green to convey to customers that they can enjoy non-stop travel that’s safe, efficient, and reliable.
The OTA and PIKEPASS team were wise in knowing that a brand refresh was a necessary strategic move as they transitioned to all electronic tolling. Other organizations should take note and realize the impact brand management can make as their services and business models evolve.
About MOJO
Based in Baltimore, Maryland, and founded in 2004, MOJO is an agency of customer journey architects that raises our clients' expectations of marketing by leveraging custom website design, application development, marketing consulting, storytelling, and digital marketing to create the most creative, innovative, and effective solutions that bridge the gap between marketing and operations.
About OTA and PIKEPASS
The Oklahoma Turnpike Authority (OTA) is an instrumentality of the State of Oklahoma (the State) and a body corporate and politic created by statute in 1947. The Authority is authorized to construct, maintain, repair and operate turnpike projects at locations authorized by the Legislature of the State of Oklahoma and approved by the State Department of Transportation. The Oklahoma Turnpike Authority is similar to a public utility, providing a needed, basic service at a fee that yields a return to its investors.
PIKEPASS is an electronic toll collection system that allows drivers to pay tolls on Oklahoma turnpikes among other toll roads. PIKEPASS customers enjoy seamless travel on tolling facilities in Oklahoma, Texas, Kansas, Florida (except the Orlando area) and on the E-470 and Express Lanes in Colorado. With a single account, they receive streamlined billing for toll road transactions in those states. Toll transactions go through the Central U.S. Interoperability Hub to PIKEPASS to be deducted from the customer’s prepaid balance.
