Brand Development for Divvy

Building a new bike-sharing brand in Chicago

Bike-sharing programs, the 21st century solution to navigating today’s high-density cities, are popping up across the US. In June, 2013, Chicago got its very own.

“Divide and Share” is the rallying cry for Divvy, Chicago’s federally funded, citywide bike-sharing service, which makes a fleet of bicycles available to commuters and tourists 24-hours a day.

Just three weeks after it launched, the City of Chicago called the Divvy Bikes program the busiest bike-sharing system in the world. Six months into the service, enthusiastic cyclists have racked up over 780,000 trips and 1.7-plus million miles and over 12,000 Chicagoans have become members.

Building on that success, Chicago’s Department of Transportation (CDOT) plans to expand the service to 4,000 bikes and 475 stations in 2014. 

IDEO’s research opened our eyes to what bike sharing meant to the people of Chicago. The result is an instant classic.

—Kansas Waugh, General Manager
Bay Area Bike Share

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Project date: 2013


Facts & Figures

Since launch Divvy has hit the 1 million miles ridden mark after just a short time on the streets!

Divvy has sold over 83,000 24 hours passes.

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Sorting through ideas at a joint “namestorming” session
Sorting through ideas at a joint “namestorming” session
Early names were shown to CTA riders for feedback
Early names were shown to CTA riders for feedback
Conducting on-the-fly research during the morning commute
Conducting on-the-fly research during the morning commute