Context

Citi Bike is a familiar part of New York’s infrastructure — practical, visible, and widely used. At the same time, its presence risks blending into the background, perceived as a utility rather than a meaningful part of city life and culture.

Client

Research, strategic framing, concept development, and copywriting.

Role
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Task

Reframe Citi Bike from functional transit into a culturally relevant experience — something that reflects how New Yorkers move through, notice, and relate to the city every day.

Instead of introducing a new identity, the concept focused on everyday urban behavior. The campaign was designed as a flexible system spanning outdoor, digital, and in-app touchpoints — using familiar language, micro-moments, and exploratory features to turn routine rides into moments of awareness and discovery.

Approach

Outcome

A scalable campaign system that translates everyday movement into brand expression — allowing Citi Bike to show up through behavior, not messaging.