Naming + Design
Firebelly Design + IDEO 2013
Through a partnership with Firebelly and IDEO, I helped develop the name and identity for Chicago’s bike-share program, Divvy. The name speaks to the sharing aspect of the program — that sentiment is furthered by the program's call-to-arms, "Divide and share."
The double-V symbol within the mark is also a street marking (called a "sharrow") that indicates a shared space for cars and bikes – and Divvy's arrival onto the city's landscape has firmly cemented the bicycle's rightful place within Chicago's transportation infrastructure.
The blue bikes cut a striking figure as they cruise by, and practically beg to be taken out on the town. The sharrow becomes a powerful communicative element used throughout the collateral and wayfinding systems citywide.
The project was featured on Brand New and even won it's #9 top identity for 2014. Photos by Nick Adam and Saverio Truglia. Video by Firebelly Design — see their full case study here.