Over the last several months, as the brand agency of record, we’ve been asked to undertake two significant projects–launch their six-year sponsorship program of Boston’s bikeshare program and create the brand and design of the experience for their 36,000 square foot Innovation Center.

Innovation Center:

While the healthcare industry is rife with red tape and legacy systems, our client wants to break away and become a market leader and, in order to do that, believe they have to tap into the community to make that happen.

Partnering with the architecture firm, we have begun to design the space, carving out an experience that allows for large scale events, research efforts from usability testing to focus groups, and creating collaborative workspaces for prototyping and startups.

The brand, Selur, acts as a focus for our design, helping to create an ethos that all will be able to feel. As we began the exploration we tested multiple concepts to see which one rose to the forefront.

The space is estimated to open in January 2019.

Role: Experience Strategy & Design // Creative Direction

BLUEBikes:

Formerly called Hubway, Boston’s seven-year old bikeshare program provides an alternative transportation option to the antiquated MBTA, connecting the city in a simpler and healthier way but has yet to reach critical mass.

After dozens of interviews with current members, our team discovered that biking in our city unlocked a certain feeling–the BLUEbike effect. This feeling was liberating and brought people back to being kids. It also provided the cornerstone for our work.

Over the last month we have exceeded all previous benchmarks, breaking 7,000 daily rides 21 times over a 41 day period (triple that of the entire duration of Hubway!).

More work is to come including some data visualizations and interactive displays in major transit hubs within the city to grow ridership.

Role: Experience Design // Creative Direction