Brief:
Develop a 360° campaign for Citi Bike to enhance brand engagement, ridership, and perception of safety. Additionally, create a high-impact activation for the UN February summit.
Client: City Bike
Scope of work: Led creative strategy, overseeing concept development and visual execution.
Goal:
Citi Bike risks being seen as just another transit alternative—one that often loses out to the subway, cabs, and personal bikes—rather than an essential part of city life.
Concerns around safety, inconsistent user engagement, and seasonal ridership dips further highlight the need to build trust and emotional connection with the community.
How do we turn Citi Bike into a must-have urban ritual—one that feels safe, accessible, and woven into the fabric of the city?
Achievement:
Developed a 2-D and time-based campaign integrating Citi Bike into the city’s cultural and safety narrative across digital, social, and OOH channels.
Designed an interactive station activation that reimagines Citi Bike as both a discovery tool and a trusted mobility option, guiding users through non-obvious routes and curated local experiences with a focus on safe, rider-friendly pathways. For the UN Summit, created a tailored communication concept featuring diplomatic flags, reinforcing Citi Bike’s role in global urban mobility conversations and its commitment to safer, more inclusive streets.