viaCycle installs and operate bike-sharing programs for universities, businesses, resorts etc.
Our corporate website: http://www.viacycle.com
A bike-sharing program we operate: https://gt.viacycle.com
Mission and brand:
viaCycle's goal is to make it easier for people to get around their campus or neighborhood. Our bikes can be found and rented instantly using only a cell phone, making bike sharing a simple process. We want to give people access to smart, sustainable transportation wherever they are.
viaCycle is targeting anyone who has a need for short-range transportation. Our primary demographic is progressive and active, but not necessary predisposed to bike use - over 60% of Americans say they would ride a bike more often if they had better access to one. We want to emphasize the benefits of biking and bike sharing (simple, low overhead, healthy, sustainable, etc) and the benefits of our technology (easy, quick, intelligent, social, integrated with your phone and existing routine). These are not a list of buzzwords that should be included in every design, but are a few sample concepts that would be valuable to convey.
Since it may be difficult to properly target students vs. employees vs. tourists in the same design, it's ok to choose one of those audiences if you feel it will make the overall result better.