Citi Bike: Built for NYC
Urban mobility in New York has become a marketplace of speed and sameness. Ride-shares chase convenience, subways chase funding, and every new mobility startup claims to “move the city forward.” Citi Bike already owns the streets—but not the story.
Tension
The brand functions as infrastructure, not identity. For a city built on performance and personality, Citi Bike risks being seen as background noise—useful, but forgettable.
Insight
In New York, getting around isn’t just logistics — it’s a test of adaptability. Locals measure authenticity by how well you handle the city’s chaos. The ride itself becomes a small act of belonging: if you can navigate it, you’re one of us.
Strategy
Reposition Citi Bike from a transport tool to a brand that mirrors the city’s resilience and rhythm. From “getting around New York” → to “moving like a New Yorker.”
Platform Idea
Not built to fix the city — built to speak its language.
The brand embraces the same mix of hustle, humor, and imperfection that defines everyday New York. It doesn’t smooth out the city’s edges; it rides with them.
Expressions
OOH / DOOH: irreverent copy owning the chaos — “Built for dodging brunch crowds.” “Built for cabs that don’t see you.”
App feature: “Spin the Wheel” routes rewarding riders for discovering untouristed neighborhoods.
Cultural activation: summer city-wide “Bike Summit” blending music, art, and street style under one shared ride.
Outcome / Learning
The concept reframed Citi Bike as a living part of New York’s vernacular—less a transport system, more a language of belonging. It showed how a utility brand can earn cultural relevance by reflecting the city’s unfiltered energy instead of polishing it away.