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‚Äôs new bike share program, Divvy. We focused on the practical and utilitarian aspects of cycling to position bike-share as a smart, active and logical option for getting around the city. We appealed to the playfulness of riding to ease some of the fear around biking in the city. We choose to honor Chicago's great city pride enticing to the down-to-earth and cosmopolitan traits of our city's citizenry through the color and the symbolic Chicago star. From the truly collaborative team, through the launch of the city-wide transit system, the opportunity to participate in the extensive and embedded program within our community was honor in of itself.


  • Public Sector


  • Brand Strategy, Community Development, Social Design