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SoulCycle is a brand powered by joy, celebration, and hospitality. We refreshed the brand's visual and verbal language—establishing a brand book, robust guidelines, and a new photography direction to help lead the brand into the future.

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We refreshed our icon—The Wheel—making it symmetrical and able to reduce better at small scales.

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We also refreshed our skull—an important heritage element. We softened its edges, making it more friendly and iconic.

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We carried the joy and magic of the brand to everything from products (think grapefruit candles) to how we celebrate birthdays—complete with 'funfetti' socks.

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To ensure that the brand would be executed consistently and with care for years to come, we developed a brand book and robust set of guidelines.

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Design Direction Erin Collis
Design Christa Seta and McKenna Hogue
Copy Lily Miesmer, Blair Pfander, and Elena Hart
Motion Graphics Grace Sheu

 

Designed for SoulCycle
– Brand Design and Identity
– Brand Book and Guidelines
– Art Direction
– Packaging
– Print collateral