Cycling has always been one of the smartest transportation alternatives, yet there had never been a successful effort to ‘normalise’ the bike to the point of mass usage and acceptance. The end goal was to create a Best-in-Class product design, brand and digital experience unlike any other in the category.

We started with a holistic approach to be 'Best in Class' by designing the product, brand and digital experience in unison, giving equal consideration to each.

For the form factor of the kiosks, we referenced old gas pump designs, leveraging something we are all familiar with, yet putting a new twist on it – suggesting a newer system was replacing an older one. Pedalling/human power replacing fossil fuels.Both product and brand were built specifically to be easily adaptable for partnering with cities and sponsors. The product is modular, the logo is modular and the brand is modular.

Since launching the first large-scale bike-sharing programme in 2010, B-cycle has implemented programmes in 11 other locations throughout the country, changing the cultural conversations around biking as a viable alternative to cars. In the press, social sphere and coffee shops, we have managed to spark a true dialogue with the public and politicians about the future of America’s streets and urban designs.