Fes teva la ciutat.Make the city yours.

Bicing is Barcelona's public bike-sharing service. The brief was open: pick a brand, propose a campaign, defend it in two weeks.

Three numbers sit oddly together. Women are the majority of people crossing Barcelona on public transport. They are a shrinking minority in the bike lane. But on Bicing specifically, the gap is much smaller than it is on privately owned bikes.

Two thirds of bus trips and more than half of metro trips in Barcelona are made by women. The mobility is already there. What is missing is the freedom to choose the route rather than follow one.

The gap is not about skill or willingness. Most of the women in the research already know how to ride. What they turn down is everything attached to it: the gear, the clothes, the posture, the idea that using a bike means becoming a cyclist.

That is also why the public bike matters. You do not have to own it, store it, maintain it or identify with it. You take one, you leave it.

She is 25 to 44. She lives, works or studies inside the Bicing service area. She already moves around the city and she knows how to ride. She does not think of herself as a cyclist.

Her day is not a line. It is the gym, a café, the school run, someone's family, a film, the beach, and a plan that moves at half past six. Today she fits her route to the transport available. Bicing can fit itself to her route instead.

Barcelona already has a visual language for getting around: the signage, the roundels, Helvetica Neue on red. A new one would put Bicing in competition with the modes it should be sitting next to. So the system borrows instead of inventing.

Four elements. The module comes from the Bicing mark. The grid repeats at the rhythm of an Eixample block, chamfered corners and streets included. The station is the service as it appears in the street. The red line is the route, and it changes shape every time.

Red is reserved for the route and for anything belonging to Bicing. Everything else stays asphalt black, white and infrastructure grey, so the route is always the thing that reads first.

Helvetica Neue is already the typeface of Barcelona's transport signage. Bold carries the claims, regular carries station names and times. Nothing here needs to be invented for the campaign to look like it belongs.

Women dressed for where they are going, not for a ride. Natural light and real contrast, including traffic lights, stations and night. No posing, no eye contact, no hero framing. The bicycle stays a tool and never becomes the subject.

The shoot would take place in Barcelona, across a full day rather than a golden hour.

The lines stay in Catalan, stay short, and read closer to a notification than a slogan. They talk about time and small decisions. The claim closes the idea rather than explaining it.

The poster names the two stops and the time of the trip it belongs to, so the route on the image is a specific journey rather than decoration. The same system runs on the front panel of the bikes, where the rider chooses between electric and mechanical.

This was a two week course project, so there are no campaign results behind it. Three things would need answering before it went any further.