Before accelerating BIXI’s growth, it was first essential to ensure the brand’s foundations were solid. The first challenge was to stabilize its graphic system. Logo, colors, typography: each touchpoint, whether the app, website, stations or bikes, projected a different image, which directly affected the user experience.

Visual harmony not only improved aesthetics but also simplified use. Design acts as a common language that guides, reassures and connects every point of contact.

The adoption of a clear and distinctive typeface, applied consistently across the entire system, helped make information more coherent and accessible everywhere.

Before we came on board, a major simplification effort had already begun. The pricing offer, once made up of ten confusing plans, had been reduced to three clear subscriptions. The brand experience also lives there, in the immediate understanding that drives adoption.

Over the years, this stability made it possible to multiply initiatives while maintaining a strong identity: the new website, mobile app, QR codes on bikes, station decals, BIXI Hubs, the AMI BIXI loyalty program and the employer brand. Different projects, all connected by the same visual thread ensuring continuity in the experience.

Our approach followed the tradition of Montréal design, in dialogue with the work of industrial designer Michel Dallaire, creator of the BIXI bikes, and with the city’s recognition as a UNESCO City of Design. By bringing graphic and functional consistency, we helped strengthen how the urban furniture integrates into the landscape. Each bike, station and visual cue is no longer just a practical tool; it now belongs to a unified identity that is both legible and reassuring.

The results are tangible. Service adoption has grown significantly, and the brand has become more attractive to sponsors. Loto-Québec, Fizz, Tangerine and Beneva have all signed multi-year partnerships, proof that visual strength also translates into economic stability.

Today, BIXI is no longer just a mobility solution in Montréal. Active in 13 cities and heading toward national expansion by 2028, the service now represents a major public project. With a clear and coherent identity, BIXI fully embraces its ambition to be a true public transport system, powered by the functional and human strength of design.