Humana: B-CYCLE

Credits & Description:

Category: Public Spaces

Advertiser: HUMANA, TREK AND CPB

Product/Service: HUMANA, TREK AND CPB

Agency: CRISPIN PORTER + BOGUSKY

Chief Creative Officer: Rob Reilly/Jeff Benjamin (CP+B)

Vice President Creative Director: David Swartz (CP+B)

Associate Creative Director: Drew Paulter/Michael Danko/Jens Mcnaughton (CP+B)

Vice President Executive Director Of Product Innovation: Neil Riddell (CP+B)

Industrial Designer: Michael Kritzer/Neil Riddell (CP+B)

Director Of Partnership Development: Bryan McCarthy (CP+B)

Cognitive Anthropologists: Dave Kingsbury/Jennifer Contogeorgos/Jeb Tilly (CP+B)

Brand Culture Integration Coordinator: Clayton Lovell (CP+B)

Senior Experience Designer: Hanna Rosenblom (CP+B)

Senior Art Director: David Gonsalves (CP+B)

Media placement: B-Cycle Bike-Sharing System - Boulder, Colorado / Broward County, Florida / Chicago, Illinois / Denver, Colorado - 14 December 2011

Media placement: B-Cycle Bike-Sharing System - Des Moines, Iowa / Kailua, Hawaii / Madison, Wisconsin / Omaha, Nebraska / San Antonio, Texas - 14 December 2011

Media placement: B-Cycle Bike Sharing System - Spartanburg, South Carolina - 14 December 2011



Describe the brief from the client

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.



Describe the challenges and key objectives

How do we show that all questions about the ease of use, convenience, flexibility, price, independence, experience, and connectedness point to the bike as the answer for around-town transportation?



B-cycle’s mission is to create simple, sustainable, customised bike-sharing systems that empower individuals and communities to help solve some of the environmental, health and congestion issues we face today.



Describe how you arrived at the final design

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.



Give some indication of how successful the outcome was in the market

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.