Citi Bike
Unlock New York.
CREATING AN ICON In 2013, we had the chance to create some of our most visible branding yet - Citi had signed on to become the sole sponsor of the City of New York's bike-sharing program. Our job was to generate excitement and brand the whole program. So we jumped right in with a campaign we called Unlock New York. It featured a unique look and feel that extended from posters and print ads to the docking stations and the bikes themselves. Then, we added to the program's functionality by creating a useful smartphone app for riders that helps you find bikes, plan routes and truly explore the city. In the first six hours of going live, Citi Bike signed up more than 16,000 members. And the program's visibility was incredible, garnering front-page headlines in the media and even making the cover of The New Yorker magazine.
BRAND ID • DIGITAL APP/SITE • CREATIVE DIRECTION-ART DIRECTION • DIGITAL STRATEGY
OPPORTUNITY: Citi needed to generate excitement and effectively brand New York City's new bike-sharing program as its sole sponsor.
SOLUTION: We launched the "Unlock New York" campaign with a unique visual identity across all touchpoints, including a smartphone app that enhanced rider experience, resulting in over 16,000 sign-ups within the first six hours and extensive media coverage.
