INTEGRATED CAMPAIGN DEVELOPMENT · SELECTED WORK

City Bike

CONTEXT

Citi Bike is a familiar part of New York’s infrastructure — practical, visible, and widely used. At the same time, its presence risks blending into the background, perceived as a utility rather than a meaningful part of city life and culture.

CLIENT Citi Bike ↗

ROLE Research, strategic framing, concept development, and copywriting SEE FULL PROJECT ↗

FOCUS Audience insights Campaign objectives Communication strategy Multichannel campaign Brand messaging Consumer touchpoints

TASK

Reframe Citi Bike from functional transit into a culturally relevant experience — something that reflects how New Yorkers move through, notice, and relate to the city every day.

Approach

Nobody knows New York like the people who ride it: they find the side-street diners, the tourist-free views, the way around the brunch crowd, and enjoy the wrong turns. So instead of a new identity, the platform reveals the city through someone who gets it. "Built for NYC" runs as a flexible copy system across OOH, social, and motion, and extends into product: a spin-to-discover route generator, on station terminals and in-app, that curates rides by vibe, not destination.

CHANNEL EXTENSION

One platform, four channels.

Conceptual extensions of the campaign. Not launched work.

OUT-OF-HOME

Recognition on the street

Short "Built for NYC" lines placed where New Yorkers already ride, so the message reads as an insider's observation.

SOCIAL

Riders share the city

Routes, finds, and wrong turns from riders, extending the copy system into content people can add to.

MOTION

The platform in one ride

Film that shows the city through someone who knows it, setting the tone for every other channel.

DIGITAL / IN-APP

From message to use

A spin-to-discover route generator on station terminals and in the app that curates rides by vibe, not destination.

OUTCOME

One flexible idea, "Built for NYC," that scales from a single OOH line to an in-app feature, so the brand shows up through how New Yorkers already move, not through new messaging, and earns a place in the culture, not just the commute.

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