In collaboration with Firebelly Design, IDEO named and branded Divvy, Chicago’s bike share system. Our goal was to create a brand that embodied the freedom and spontaneity of cycling, highlighted the safety and utility of a robust transportation system, and leveraged the unique pride of Chicagoans. Divvy was honored by Good Magazine as one of the 10 Best Designs of 2013. It was featured in the CHGO DSGN exhibition at the Chicago Cultural Center, and is on display at Divvy stations across Chicago.

From inception to launch, I led our internal initiative and external collaborations, including the complex stakeholder choreography between Chicago’s Department of Transportation, the Office of the Mayor, and Alta Bikes. For more information, see the full case study on ideo.com.