The brief
(Re)brand a local bike hire scheme in a city of your choosing. This can be one that already exists or a new scheme. Pick either GPS, dock-based or monthly lease bike scheme, depending on what makes the most sense to your chosen location.
This challenge is all about the brand identity for the scheme. How can your identity encourage people to opt for a bike over other options? Your identity should consider the opportunities bike hire can offer someone in your city, the experiences they’ll encounter and create an identity that sells this opportunity.
The insight
Manchester has always been on the move. Once one of the true engine rooms of the Industrial Revolution, it is a city brimming with character, history and a whole lot of pride.
Manchester has long been recognised for its rich musical heritage. Having birthed the likes of The Smiths, Oasis and New Order, the city is known for being a hub for all genres of music, with these iconic names in British pop culture not only putting Manchester on the map, but also paving the way for future generations. New emerging artists prove that Manchester’s music scene continues to thrive, rightfully earning its status as the music capital of the UK.
In June 2019, The Institute for Public Policy Research released a report labelling Manchester’s pollution levels as “lethal and illegal”. With this in mind, how can we combine the city’s love of music with a more sustainable mode of transport to tackle Manchester’s air quality crisis?