The Minneapolis Bike Share Program, which received a $1.75 million grant from Bike Walk Twin Cities, turned to Duffy & Partners to develop the name, brand strategy and all design related elements.

“We are always looking for opportunities to contribute to the enrichment of our community and to promote smart environmental solutions,” said Joe Duffy, chairman and principal of Duffy & Partners. “As proponents of healthy, active living, we are very excited to work on projects that share our passion.”

Identity created by Duffy & Partners will be on the station kiosks, bikes, banners, t-shirts, Web site and all collateral for Nice Ride, including letterhead and presentation materials.

“This is a huge opportunity to do great design for a project that will change how people in the Twin Cities commute,” said Duffy. “Since these kiosks and bikes will be seen all over the Twin Cities, it was important to create a recognizable brand identity that people will embrace. We want as many people using Nice Ride bikes as possible.”

Of course, the name had to click as well. Duffy explains, “The name, Nice Ride, pays homage to the cultural reference of ‘Minnesota Nice’, while also capturing the ‘nice’ traits of the program. It’s a nice way to get around town, it’s a nice way to be green, and it’s already part of the biking culture vernacular, as in ‘hey, nice ride!’”

Bike sharing has been around for decades, but stolen or damaged bikes, along with plagued payment systems, have hindered the growth of such programs. With the introduction of new technologies like electronic kiosks, Web-based membership and payment plans, the ability to track bicycle whereabouts and the vast community of bicyclists in the Twin Cities, it was only natural to move forward in implementing a project like this for area residents.

“We immediately knew we wanted Joe Duffy and his team involved in creating the identity for Nice Ride Minnesota,” said Bill Dossett, principal consultant for the Twin Cities bike share initiative and a City of Lakes Nordic Ski Foundation organizer. “Duffy & Partners has a unique sense for city events and culture, as was proven in the identity they created for The City of Lakes Loppet, an annual cross-country ski festival around Minneapolis lakes. Duffy’s experience, coupled with their hometown passion, made for an inspiring, creative partnership.”

Along with branding Nice Ride Minnesota, Duffy & Partners is also committed to seeing the growth and success of the program into the future, with members of the company volunteering their time at Nice Ride Minnesota promotional events. Joseph Duffy, designer at Duffy & Partners, also volunteers his time as a board member of Nice Ride Minnesota.

Initially, the first phase to be launched in spring 2010 will include 1,000 bicycles in 75 kiosks around downtown Minneapolis, Uptown and the University of Minnesota. Service will eventually expand to St. Paul and other high-density neighborhoods around the Twin Cities.

About Duffy & Partners

Duffy & Partners is committed to deliver design to enrich everyday life. Celebrating 25 years of award-winning work this year, Duffy & Partners’ efforts spans many design disciplines including corporate identity, brand identity, packaging design, new media, and environmental design. Clients have included, among others: American Eagle Outfitters, Aveda, Coca-Cola, Brown-Forman, Jack in the Box, Sony, Susan G. Komen for the Cure, The Islands of the Bahamas, Thymes, Toyota and Whole Foods. Additional information can be found at www.duffy.com 

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Roepke Public Relations
800 LaSalle Ave., Suite 920
Minneapolis, MN 55402