Firebelly Design



Name + Brand Strategy

We love Chicago. The place, the people, the get-it-done attitude. We were especially excited to collaborate with IDEO on the naming, logo and brand strategy for Chicago’s new bike share program, Divvy. We focused on the practical aspects and joy of cycling to position bike-share as a smart and active transportation option for both new and seasoned cyclists. Our choice of color and use of the symbolic Chicago stars pays tribute to our citizens’ hometown pride, while also making the bikes highly visible on the road. In the end, we realized we’d helped launch a legitimate new city-wide transit system - not the kind of project you get to work on every day. It was a truly collaborative effort, and we were honored to have been a part of it.


  • Public Sector


  • Brand Strategy, Community Development, Social Design