Divvy
Versa is a festival created for women by women. It is the first large-scale, multi-day music and culture “celebration” of it’s kind and will be set to launch in Chicago in June of 2022.
As lead art director and designer, my team and I helped in launching a brand identity that was distinct, compelling and inclusive.
Objective: Create a campaign that encourages riders to Divvy during their lowest rider season; the winter.
The insight: People ride Divvy bikes year round in Chicago regardless of the weather.
Solution: “if you can’t beat em’, join em’.”
Digital OOH Poster Series
(Illustrated by the talents of Erin Ploen)
OOH
Seasonal incentives
To encourage more riders to brave the elements during the harshest time of year, Divvy will partner with Strava to create ‘3 Months of Madness’, a cycling challenge that will track how many miles a rider bikes on a Divvy bike during the 3 coldest months. Winners will receive a free annual membership and a winter gear package from REI.
Whenever the temperature drops below freezing riders will save that same percentage off single rides for the day. Your eyelashes may be icicles, but with Divvy salvation is only a few pedals away.